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Usually, the Advisor highlights true stories about client experiences using the Sandler methodology. This story is about how my company, Peak Performance Partners LLC, a Sandler franchisee, used a classic Sandler principle – If you feel it, say it -- to turn a bad situation around.
We were in the middle of discussions about a large, complex deal. Things weren’t looking good. Our biggest competitor, let’s call them XYZ Company, had the inside track. They were already the preferred supplier going into these conversations. One thing we all knew about XYZ: they lead with tech.
Stephen Ross, from our team, was leading a call with the client’s key decision-makers. To his credit, Stephen read the writing on the wall. The tone of the conversation, the energy in the (virtual) room—he could tell it was drifting away from us. With five minutes left in the meeting, I could feel it slipping away, too.
And that’s when Stephen put David Sandler’s classic, gutsy selling principle, If you feel it, say it, into action.
He said, “Look, I’m checking the clock, and I see we’ve only got five minutes. With your permission, I’d like to make a prediction what’s going to happen in those five minutes if we keep going down the same road we’ve been going. You’re going to politely say that you’ll review all the offerings and be in touch. And you will. But let’s be real—you’ve already pretty much made up your mind to go with XYZ, because you think they’ve got better tech and stronger CRM resources.”
They nodded. They didn’t even push back. Just a bunch of nodding head sending the silent message: Yes. That’s true.
Stephen didn’t flinch. He leaned in.
“I get it. But before you finalize anything, do me one favor. Give us one more call. Just one. I want you to meet Jeremy Thompson. Let him walk you through our technology—specifically the Sandler Sales Hub. I want you to see how we’ve built a CRM experience that reps actually want to use. Jeremy’s done a lot of work in this area, and he’s got some success stories that I think you ought to hear before you make a final decision.”
They said yes. Maybe out of curiosity. Maybe out of respect for Stephen’s honesty. Either way, we had one more shot.
When Jeremy got on that next Zoom, he told a series of true stories that changed the way He also gave them a demo and walked them through how we’ve integrated CRM in a way that doesn’t just sit on top of a workflow, but actually becomes part of it. He showed them how Sandler Sales Hub empowers reps instead of burdening them, putting tools and resources right at their fingertips within their existing workflow. Jeremy used that hour to deliver proof of concept on the idea that CRM can be, not just a reporting tool, but also a performance tool – something salespeople actually look forward to using.
An hour later, the decision flipped. Right after that call with Jeremy, the committee gave us a verbal commitment to do business with us—not XYZ. And not only that, but they also signed up to attend the Sandler Summit. That’s how strongly they felt about us after that one call.
It was one of those moments you don’t forget. Not just because we won the deal—but because of how we won it. Steven’s willingness to speak plainly when he felt strongly about something -- namely, the user-friendliness and behavioral impact of Sandler Sales Hub—was the differentiator. That's what got another call with that buying committee. And Jeremy Thompson took it from there.
There are, I think, two big takeaways here. First and foremost, follow Sandler’s advice: if you feel it, say it. Consider: If Stephen hadn’t called time-out, shared what he was feeling, and asked that committee for a reality check, we would’ve lost that deal -- no question. And secondly, if you’ve got breakthrough tech to show off, don’t just talk about it. Find someone in your organization who will help you bring that technology to life for your prospective client.
