In sales, time is one of your most valuable—and limited—resources. Yet too often, salespeople spend countless hours chasing deals that will never close, or worse, sitting in meetings that lead nowhere. Sandler Rule #6 offers a powerful reminder: your time is worth no more and no less than your buyer’s.
This rule isn’t just about managing your calendar—it’s about managing your mindset.
Respect Your Time (and Theirs)
Every conversation with a prospect should have one goal: determining whether it makes sense to move forward. That means qualifying early, being honest about fit, and knowing when to walk away.
When you pursue opportunities that aren’t truly qualified, you’re not only wasting your time—you’re wasting the buyer’s, too. That’s why Sandler emphasizes equal business stature. You and your prospect are peers, working together to decide if there’s mutual value in continuing the conversation.
Both sides have the right to say, “This isn’t worth our time.”
Why So Many Salespeople Struggle with Time Management
Here’s the challenge: most salespeople genuinely want to be liked. It’s human nature. We crave approval, and that desire can cloud our judgment.
From a psychology perspective, it goes back to the Child ego state in Transactional Analysis—the emotional part of us that wants to please others and be cared for. In professional life, that “inner child” can make it difficult to say no or to challenge a prospect.
But great sales professionals learn to operate from the Adult ego state—rational, confident, and self-respecting. They recognize that time spent on the wrong opportunities takes away from prospects who are truly ready to engage.
Stand Toe-to-Toe with Your Buyers
When you respect your own time, something powerful happens: you gain credibility. Buyers sense confidence when you approach the relationship as an equal, not as someone hoping for their approval.
Equal business stature means both sides invest time, energy, and resources in exploring a potential partnership. If one side isn’t fully engaged, it’s okay to walk away. That clarity builds trust and keeps your pipeline healthy.
Ask yourself:
Are you qualifying rigorously enough to protect your time?
Are you confident enough to say “no” when a deal isn’t mutually beneficial?
If not, that’s where professional coaching and process discipline can make the difference.
The Bottom Line
Your time isn’t just a scheduling issue—it’s a statement of self-worth. Respect it, guard it, and use it strategically. When you value your time as much as your buyer’s, you elevate every conversation you have.
Ready to sell with equal business stature?
Learn how Sandler training can help you qualify faster, manage your time better, and close with confidence.
👉 Contact a Sandler coach or explore Enterprise solutions for your team.
