Every salesperson has been there—what seemed like a promising conversation turns into a frustrating cycle of “Let me think it over” or “Can you send me some information?” Weeks later, you’re chasing a prospect who’s gone radio silent, wondering where things went wrong.
Most of the time, it comes down to misaligned expectations.
When expectations aren’t clearly defined upfront, both sides operate on assumptions. The buyer expects free consulting, while the seller hopes they’re moving toward a deal. The result? Unnecessary stalls, wasted time, and deals that never close.
If you want to control the sales process and eliminate ambiguity, you need a system for managing expectations before the conversation even starts. That’s where the Sandler Up-Front Contract (UFC) comes in.
The Up-Front Contract: Your Tool for Taking Control
The Up-Front Contract is a core concept in the Sandler Selling System that establishes mutual agreement on what will happen during and after a conversation. Instead of going into a meeting hoping for a positive outcome, you set the terms of engagement upfront—removing guesswork and uncertainty.
A strong Up-Front Contract includes five key elements:
- Purpose – Why are we meeting? What does the prospect want to accomplish?
- Time – How long do we have? (Eliminates surprises like “I only have 10 minutes.”)
- Agenda – What will we discuss? Both parties align on what’s most important.
- Prospect’s Expectations – What does success look like for them? What do they need to decide next steps?
- Next Steps – At the end of the meeting, what happens? Is it a decision, another meeting, or a mutual parting of ways?
Why the Up-Front Contract Works
It Eliminates Free Consulting
Prospects love gathering free advice without committing to a purchase. The UFC ensures they’re equally invested in the conversation.
It Establishes Equal Business Stature
Sales professionals often feel they have to win the prospect over. The UFC creates a balanced dynamic where both parties evaluate whether it makes sense to move forward.
It Removes Ambiguity and “Think-It-Overs”
When expectations are clearly outlined, there’s no room for vague follow-ups. You know exactly where you stand at the end of the meeting.
How to Implement the Up-Front Contract in Your Sales Process
- Before the Meeting: Use a Pre-Call Planner to map out what you want to accomplish.
- At the Start of the Meeting: Verbally establish the five elements of the UFC with your prospect.
- Throughout the Conversation: Stick to the agreed agenda and guide the discussion.
- At the End of the Meeting: Confirm next steps and avoid leaving the prospect in a decision vacuum.
Here’s an example of a simple Up-Front Contract for a discovery call:
“Thanks for your time today, [Prospect’s Name]. We scheduled 30 minutes as an introductory call to explore the ____ issue you were having—does that still work for you? Do you have a hard stop?
Great. What yould you like to make sure we cover?
Here’s what I’d suggest: I’ll ask a few questions to better understand your challenges, and I’ll share some insights on how we typically help companies like yours.
At the end, we can take about 5 minutes to decide together if it makes sense to take the next step. I will tell you if I think it is good fit, and hopefully, you will feel comfortable telling me if you think there is something here or not. Does that sound good to you?”
Simple, direct, and effective.
Put It into Action
Managing expectations isn’t just about running better meetings—it’s about closing better deals, faster. When you consistently use the Up-Front Contract, you’ll spend less time chasing unqualified prospects and more time closing real opportunities.
If you’re ready to take control of your sales conversations, start using the Up-Front Contract today. Your pipeline (and your sanity) will thank you.
Want to go deeper? Let’s connect.
