This Sandler Rule highlights that money isn’t the only investment involved in successful sales. A successful sale goes beyond just financial commitment. Buyers often invest their reputation, time, and resources when adopting a product or service. When assessing a prospect’s budget, it’s important to consider their overall capacity, not just their capital. Factors like technology, personnel, and internal processes play a key role. A customer may have the funds and desire for a solution but lack the authority or resources to implement it. The sales process should account for time, resources, and money, as the first two often present greater challenges. Implementing a solution can take months and involve multiple stakeholders, underscoring the need for a thorough evaluation.
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