The Beginner's Guide to the Sandler Selling System, According to Sandler's VP of Sales

If you're anything like me, you love systems and processes.

实际上，我认为大多数销售代表都比我更享有坚实的方法。

A popular sales method, the Sandler Selling System, has been around for over 50 years. Essentially, this system emphasizes qualification rather than closing.

作为销售代表，这是要考虑的重要方法，因为88％的销售人员和桑德勒培训表示，他们的销售策略有所改善。

Additionally,比没有桑德勒的销售人员击中配额50％。

Below, let's dive into what the Sandler Selling System is and how to implement it on your team. Plus, learn tips on how to successfully incorporate the Sandler System into your own team's processes from丽贝卡·施密特（Rebecca Schmidt）, Sandler's VP of Sales Technology Practice.

Essentially, the Sandler approach to sales is unique because it prioritizes building mutual trust between salespeople and prospects. During this process, the sales rep will act as an advisor and ask questions to assess the majority of obstacles right away in the qualification stage.

Emma Brudner, a former Marketing Director at HubSpot,says, "If the rep discovers that their offering won't truly address the potential client's concerns, they won't waste time convincing them that it actually does — they'll simply abandon the process. Rather than the seller convincing the buyer to buy, the buyer is almost convincing the seller to sell."

虽然桑德勒的销售流程看起来可能与传统的销售系统相似；乍一看，重点是资格阶段而不是结束阶段。

该过程有三个总阶段，但分为七个步骤。这三个阶段是：建立关系，资格并结束销售。

When implemented effectively, the process can help you improve metrics such as deal size (ASP), increasing margin (helping sell on value versus price), decreasing the length of the sales system, and improving forecast accuracy with a cleaner pipeline overall.

正如施密特（Schmidt）告诉我的那样：“ [桑德勒（Sandler）]技术之所以如此有效，是因为它们完全扎根于真正的心理纪律，该学科的重点是人们如何truly交流。当领导者热衷于提高团队的绩效（销售，预售，客户成功）并以身作则时，它往往会真正扎根。”

Schmidt adds, "When we start an engagement and leadership is energized about the process ... we know the team will see results. These leaders will use Sandler to create a culture that embraces improvement at all levels of the organization."

接下来，让我们进入逐步指南。

1.建筑和融洽的建筑。

During the first stage of relationship building, the first step is to establish a bond with your prospect. This should encourage open and honest communication.

2.前期合同。

The second step in the relationship-building process is to establish roles and set expectations.

在此阶段，建立基本规则并创建一个舒适的环境很重要。

3. Pain.

This third step moves us into the second stage of the system – the qualification phase. Now that you've built rapport and set expectations for how this sales process will work, it's time to dive in and uncover the problems your prospect has.

This part of the conversation will help you identify the pain points and reasons why your product or service can help this prospect.

This can be a difficult stage to teach your reps.

实际上，施密特告诉我，这是更具挑战性的阶段之一，因为“销售代表经常努力在前景中超越一级痛苦，因为提出第二级问题（'你如何tried to solve this?' 'How much has not fixing the issue cost you?')and 3rd level questions('How is this impacting you professionally, personally?'etc.) can feel uncomfortable."

幸运的是，如果您正在努力向代表讲授资格阶段，那么施密特就有解决方案。

She advises, "at Sandler, we work with reps to uncover the self-limiting belief(s) they may have about executing any technique and then work to establish a positive belief and behavior to support the new belief."

As an example, if your rep feels they're being too pushy or intrusive by asking 2nd and 3rd level questions, Schmidt says you'll want to reframe that as a positive belief — such as,'通过询问第二和第三级问题，我显示了我投资于他们成功的前景，并希望确保我了解整个情况''。

此外，施密特（Schmidt）鼓励代表选择新的行为来支持这种信念。例如，也许您的代表决定在接下来的两个电话中问第二和第三级疼痛问题，然后报告它的发生方式。

4. Budget.

Normally you might see this component of a sales conversation toward the end of the process, but in the Sandler Selling System, you'll discuss the budget during the qualification phase.

如果您的潜在客户负担不起您的产品，那么您可以浪费时间将其出售给他们。

在资格过程的这一部分中，您将发现您的潜在客户是否愿意并且能够投入解决问题所需的时间，金钱和资源。bob体育苹果系统下载安装

5.决定。

The last part of the qualification phase is to discuss the decision-making process. Find out who, what, where, why, and how the prospect wants the buying process to go.

6.实现。

Moving on to the closing stage of the process, this is when you'll propose your product or service as the solution to the prospect's problem. Your proposal will fulfill their requests, specifically about the budget and the decision-making process.

不要忘记在提案中使用合格过程中所学到的一切。

7. Post-sell.

在这一点上，是时候达成交易了。建立下一步，防止损失竞争或买家的re悔。

现在我们已经讨论了桑德勒销售系统是什么，您可能想知道“我该如何在公司实施？”bob全站app

让我们回顾一下如何使用下面的桑德勒系统培训销售代表。

桑德勒训练

To get started with the Sandler Selling System, you can have your reps take Sandler training courses online.

实际上，桑德勒训练offers plenty of training and development courses both in-person and online.

Additionally, let's dive into a few tips from Schmidt on how to get the most out of the system and implement it effectively.

How to Successfully Implement the Sandler Selling System Into Your Team's Processes

Implementing any new trainings into your team's existing processes can be challenging, but there are certain strategies and techniques you can use to make it easier.

例如，对于桑德勒销售系统，施密特告诉我：“与桑德勒成功的组织最终将方法编织到他们的销售过程。"

She adds, "If they have a 5-stage sales process, for example, they would work to identify which pieces of Sandler fit within each sales stage and which pieces can be used throughout — making it easy for the rep and managers to see how Sandler helps them execute more effectively."

Perhaps, for instance, you incorporate the Sandler Up-Front Contract™ into every sales stage by requiring your sales leaders to ask their reps,'What does your up-front contract sound like for your next call?'

此外，对于诸如Pain Funnel™之类的单个阶段，管理人员可能会在其他阶段（例如在“发现”或“资格”阶段（通过询问其代表）来加强相同的问题'When you asked the prospect, 'How much has not fixing the issue cost you? ... How did the prospect respond?'

Ultimately, change isn't easy, but the more your leadership can incorporate the Sandler Selling System into existing processes, the easier it will be for reps to get onboard.

此外，重要的是要注意，每个组织的销售过程看起来都不同。要长期有效地纳入销售系统，您需要弄清楚哪些最适合独特团队的工作风格。

为了正确地教该系统，至关重要的是您花时间首先掌握它。正如施密特（Schmidt）告诉我的那样，“最大的障碍经理和领导者面对的是试图加强他们不完全理解自己的概念。”

"To make sure this doesn't happen," She adds, "the managers are always present (and actively engaged) in our rep training and we have separate manager-focused sessions teaching them how to reinforce Sandler throughout their sales process."

有关如何将Sandler销售系统实施到团队的流程中，请查看此视频：

Sandler Sales Template

As a visualization, the Sandler system is best represented by the image of a submarine. According to the网站:

"When David Sandler was developing his selling system, he chose the imagery of a submarine to communicate his vision.

He was inspired by watching movies about World War II, when submarines were attacked, to avoid flooding, the crew moved through each compartment, closing the door of the previous compartment behind them.

The Sandler Selling System requires the same procedure to avoid ‘disaster' on a sales call. Your goal is to move through each compartment, or step of the selling system, to arrive safely at a successful sale."

图像源

The Sandler Selling System isn't the only one around, but it's one of the best systems for getting to know your prospects. This system provides a great opportunity to truly qualify your prospects so you sell to the right people.