Sales is all about trust, but too often, sales professionals unknowingly start at a disadvantage. Prospects hold the cards, controlling conversations and keeping salespeople in a reactive, subordinate role. This imbalance is more than frustrating—it’s costly. Without an intentional strategy, you’ll find yourself offering free consulting, chasing unqualified leads, and burning hours that yield no results.
- Equal Business Stature—a mindset shift and skill set that transforms sales interactions into genuine partnerships. At its core, equal business stature is about mutual respect. It’s the ability to stand toe-to-toe with your prospect, not as a vendor hoping to win their approval, but as a trusted consultant bringing real value to the table.
Here’s what sales professionals can learn from consultants—and how you can apply this approach in your sales process.
1. Stop Selling, Start Diagnosing
Consultants don’t lead with their pitch—they start with discovery. Their role is to uncover challenges, ask insightful questions, and understand the root causes of problems. Sales professionals often feel pressured to prove their value by offering solutions too soon. This eagerness can undermine trust and diminish your authority.
Instead, approach every conversation with a “doctor’s mindset.” Begin by identifying the prospect’s challenges and motivations—not just surface-level irritations, but the deeper pain points driving their behavior. Techniques like the Sandler Pain Funnel are invaluable for uncovering this information without sounding transactional or pushy.
2. Establish Clear Ground Rules with Up-Front Contracts
Consultants excel at setting boundaries early. They don’t offer solutions or make commitments until both parties agree on expectations, timelines, and next steps. This practice, known in the Sandler methodology as the "up-front contract," is the backbone of equal business stature.
To use it effectively:
- Define the purpose of each meeting: State why you’re both there and what you’ll discuss.
- Set expectations for outcomes: Be clear about what both parties need to accomplish.
- Align on next steps: End each interaction with a mutual agreement on what happens next.
These contracts create transparency and eliminate the ambiguity that leads to wasted time and misaligned priorities.
3. Present Yourself as an Expert, Not a Pitchman
Too many sales professionals start with credentials, features, and benefits—essentially pitching. Consultants, on the other hand, focus on conversations that demonstrate insight and understanding. They align their expertise with the client’s unique needs, rather than delivering a canned presentation.
How can you do the same?
- Ask meaningful questions: Dive into the prospect’s goals, challenges, and priorities.
- Share tailored insights: Offer high-level recommendations without giving away your solution.
- Focus on outcomes: Discuss the value and impact your expertise can deliver, not just the mechanics of your offering.
By focusing on the prospect’s world instead of your own, you’ll command respect and avoid the trap of “free consulting”.
4. Recognize When to Walk Away
Equal business stature means knowing your worth—and recognizing when a prospect isn’t ready to move forward. Consultants are selective with their time, qualifying opportunities thoroughly before investing further.
Adopt this mindset by:
- Qualifying decisively: Use tools like Sandler’s “Up-Front Contracts” or the Pain Funnel to determine whether the opportunity is a good fit.
- Avoiding over-commitment: Don’t chase prospects who consistently delay decisions or avoid transparency.
- Focusing on high-value deals: Prioritize opportunities where you can have the greatest impact.
The key is to maintain control of the process. Remember, your time is a valuable resource, and it’s okay to disqualify prospects who aren’t a match.
5. Be the Trusted Consultant that Buyers Crave
In today’s marketplace, buyers want more than a salesperson—they want a partner who can challenge their thinking and guide them toward the best outcomes. Equal business stature isn’t about posturing; it’s about creating an authentic, collaborative relationship built on trust and mutual respect.
When you adopt this mindset, your interactions become more than transactional—they become transformational. Instead of convincing prospects, you’ll empower them to make informed decisions. That’s the hallmark of a true consultant—and a game-changer for your sales process.
By embracing equal business stature, sales professionals can break free from outdated tactics and step into a more powerful, productive role. With tools like the Sandler methodology and a consultative mindset, you’ll not only close more deals—but you’ll build lasting partnerships grounded in trust and respect.
Ready to lead the conversation? It’s time to step up, stand tall, and own your expertise. Your future success will be built on your ability to create equal business stature—and it starts with your belief in yourself.
Need help? Contact us at Next Level to learn more about how we help salespeople and other professionals rethink their preconceived notions about sales and change the way they go to market.
