Let’s be honest—most sales processes look more like a game of darts played blindfolded than a strategic plan to close deals. You can keep throwing random pitches at prospects and hope something sticks, or you can adopt a sales process that actually makes sense. Here’s the deal: we’ve taken the best bits from the Sandler Sales System, Action Selling, and Daniel Pink’s ABCs of Selling (Attunement, Buoyancy, Clarity) to create a sales process that doesn’t just sound good in theory—it actually works.
1. Pre-Call Planning: Because Guessing Isn’t a Strategy
Starting your sales call with, “So, what’s your biggest problem?” isn’t exactly groundbreaking. Instead, do your homework. Channel your inner detective and dig into the prospect’s business, challenges, and decision-making process. Get into their head—understand their pain before you pick up the phone.
Set a clear goal for the call. Are you going for a demo, a proposal request, or just trying to secure the next meeting? Know what you’re after. And here’s a pro tip from Sandler: identify potential challenges they might throw your way. Trust me, it’s easier to handle objections when you see them coming.
2. Building Rapport: No One Wants to Talk to a Robot
Let’s not pretend this is rocket science. Building rapport is all about being a human being. Match the prospect’s pace, show some empathy, and actually listen to what they’re saying. Set clear expectations at the start with an “Up-Front Contract.” Tell them what you hope to accomplish on the call and ask them what they want. It’s not just polite—it’s good business.
3. Uncovering Pain Points: Go Beyond the Surface
Newsflash: Prospects rarely spill their deepest frustrations in the first five minutes. Use the Sandler Pain Funnel to dig deeper. Ask open-ended questions and really get into the emotional reasons behind their needs. Don’t just scratch the surface; get to the heart of why they’re talking to you in the first place. And here’s the kicker—sometimes, they don’t even know how bad their problem is until you spell it out for them.
4. Qualifying the Prospect: Don’t Waste Time on Tire Kickers
Not every lead is worth your time, so don’t be afraid to qualify prospects early. Ask the tough questions about budget, decision-making timelines, and who’s actually calling the shots. And if they’re not ready to move forward, don’t panic. Keep your cool and stay buoyant (thanks, Daniel Pink) because the door isn’t necessarily closed forever—it just needs another knock later.
5. Presenting the Solution: Solve, Don’t Sell
Here’s where most salespeople go off the rails—they dive into their pitch like they’re reading a brochure. Stop that. Present your solution as the antidote to the pain you’ve uncovered. Tailor your pitch specifically to what the prospect cares about. Link your product or service directly to their needs, and keep it clear, concise, and devoid of jargon. If your value proposition sounds like a riddle, you’ve already lost them.
6. Handling Objections: Don’t Get Defensive—Get Curious
Objections aren’t personal, so don’t get defensive. Use Sandler’s “Reversing” technique: instead of immediately countering, ask clarifying questions. Find out what’s really bothering them before you dive into your rebuttal. Think of objections as just another opportunity to explain your value.
7. Closing the Sale: Time to Seal the Deal, Without the Drama
The close isn’t some magical moment where the skies part and angels sing. It’s just the next logical step. Guide the prospect towards the commitment you want, whether it’s a demo, a proposal, or the final sale. Be clear, be direct, but don’t be pushy. Use Sandler’s “Close” step to confirm that you’ve addressed all their concerns. The goal is to make saying “yes” as easy as possible.
8. Post-Sale Follow-Up: Don’t Disappear Once the Check Clears
Too many salespeople treat the close as the finish line, but the real winners know it’s just the beginning. Follow up with positivity, ensure the client is satisfied, and keep the relationship warm. Action Selling tells you to check in on results, show continued value, and look for opportunities to deepen the relationship. Remember, happy clients lead to referrals and more sales—don’t neglect them once they’re on board.