This video from Sandler Worldwide discusses Sandler Rule #5: Establish and Maintain Equal Business Stature. This fundamental rule teaches that in any sales interaction, both the buyer and the seller have equal rights. This means both parties have the right to say no, to ask questions, and to negotiate the best possible deal for themselves and the other party.
The concept of equal business stature empowers salespeople to act as professionals, asserting their right to ask for what they want and to obtain the necessary information for effective presentations. It emphasizes that it's perfectly acceptable for salespeople to "qualify hard" and even "disqualify" prospects when appropriate. This approach helps cultivate mutual respect and mutual trust from the outset of the relationship.
The video highlights that embracing this rule can transform sales from a potentially demeaning profession into one to be proud of. By understanding that you are bringing something valuable to the interaction, you naturally adopt an attitude of equal status, avoiding the pitfalls of either acting superior or subservient. A key insight is the impact of language: the video advises against "begging language" (e.g., "thank you so much for spending some time with me, I know you're so busy") that instantly puts a salesperson on unequal footing. Instead, it advocates for language that reflects mutual respect for time, such as "I'm glad that we were both able to find time to meet today". This approach stems from an attitude of abundance and valuing your own time as much as the buyer's, rather than arrogance.
Consider how to apply this Sandler rule within your sales process to foster more effective and respectful sales interactions.
Bonus Sandler Resource: Download this guide to learn how to improve forecast accuracy and closing ratios.