The Sandler Rules

I just finished reading The Sandler Rules - 49 Timeless Selling Principles and How to Apply Them adapted by David Mattson. Reading the book is like spending self-paced time with a personal sales coach. Each 4 page chapter offers practical advice and questions to apply to your own selling experience. The author beautifully illustrates the power of listening, questioning, prospecting, taking responsibility and getting decisions.  He reminds us that when the outcome is important, we don't try to do something, we do it.  And he emphasizes that a life without risk is a life without growth.

Sterling Sales Attributes

Successful selling requires belief. You must believe in yourself, in your company and in your unique value proposition.

Embrace and consistently demonstrate the following characteristics and you will succeed:

Sincerity, Skills
Timeliness, Tenacity
Enthusiasm, Energy
Responsibility, Responsiveness
Listening (Let the Prospect Talk), Learning (Continuous)
Inquisitiveness (Ask Great Questions), Informed
Needs (Address Benefits v. Features), Nice
Goal Driven, Golden Rule

The 7 Triggers to Yes – The New Science behind Influencing People’s Decisions by Russell Granger

In his book, The 7 Triggers to Yes, Russell Granger emphasizes that people respond to emotional cues rather than rational ones.

His seven triggers to yes are:
1. Friendship trigger – likeability, trust, similar interests, dependability, fairness, compatibility, teamwork, collaboration
2. Authority trigger – authority, credibility and expertise
3. Consistency trigger – acting in a way that reflects one’s past experiences, values, feelings and perceptions - Automatic or analytic mode; Big spender or cheapskate; Joiner or loner; Social status; Risk tolerance; Peer group values
4. Reciprocity trigger – giving and receiving – physical gifts, entertainment, information, compliments
5. Contrast trigger – cost comparisons, time comparisons, energy comparisons
6. Reasons why trigger – limited time offers, exclusivity or rarity, cost
7. Hope trigger – the Revlon factory makes cosmetics and in the store they sell hope - happiness, more time, health, independence, goals and ambitions, fears, profit

He reminds us to obtain closure as 63% of all persuasive presentations end without a request for a specific action.