Sales professionals often find themselves at a crossroads when it comes to prospecting calls. The aversion to making these calls can be a significant barrier to success. However, by implementing the principles of Sandler, you can develop the skills and mindset necessary to conquer this challenge. In this blog post, we'll explore how Sandler can help salespeople overcome their aversion to prospecting calls and unlock new opportunities for growth and success.
Understand the Psychology of Aversion Before diving into the principles of Sandler, it's essential to understand why salespeople might have an aversion to making prospecting calls. Many factors contribute to this resistance, including fear of rejection, anxiety, or a lack of confidence. Sandler teaches that you can overcome these aversions by developing a solid, repeatable sales process. Here's how to build your sales process and make the call:
The Sandler Pain Funnel One of the core concepts in Sandler is the Pain Funnel. This approach encourages sales professionals to dig deeper into the prospect's pain points and challenges. By focusing on understanding the prospect's pain rather than merely pitching a product or service, you can build a more meaningful connection. When you genuinely care about solving your prospect's problems, it becomes easier to make those initial calls.
Develop a Systematic Approach Prospecting calls become less daunting when you have a systematic approach in place. Creating a clear and repeatable process for making these calls helps salespeople feel more in control and prepared, reducing their anxiety.
Set Clear Goals and Metrics It's crucial to set clear goals and metrics. Sales professionals should establish realistic, measurable objectives for their prospecting efforts. Don't forget to track your progress and make adjustments along the way. By focusing on the numbers, you can shift your mindset from fearing rejection to viewing each call as a step towards your goal.
Build a Script That Works for You Sandler doesn't encourage scripted, robotic conversations. But a strong salespeople will always plan out their call. Who will you be talking to? What information do you already know? What do you need to find out? By pre-planning your call (using a tool like the pre-call planner), you'll be better equipped to handle objections and steer the conversation toward the prospect's pain points.
Handling Rejection Rejection is a natural part of sales. Instead of taking rejection personally, view it as an opportunity to gain valuable feedback and adjust their approach for future calls. This mindset shift can significantly reduce the aversion to prospecting calls.
Practice, Practice, Practice All Sandler sessions include practice. It's better to practice with your peers then when on the phone with a potentially big prospect. Once you have role played a few times, make the call! Regularly making prospecting calls will help you become more comfortable and proficient at it. With practice, you'll not only overcome your aversion but also become a more successful salesperson.
Overcoming the aversion to prospecting calls is a crucial step for sales professionals looking to achieve success. By implementing the principles of Sandler, you can develop the skills and mindset needed to make these calls with confidence and efficiency. Remember, it's not about making more calls; it's about making the right calls in the right way. Embrace the Sandler principles, and you'll be well on your way to unlocking new opportunities and achieving your sales goals.
Kevin Hallenbeck is a Principal of Sandler, a national consulting firm specializing in business development strategies, sales and sales management training. Kevin holds both a B.S. and an M.S. in Engineering. He lives with his wife, Diane, and their five children in Bedford, New Hampshire. Kevin is active in church, community and professional organizations.
