Stand Out or Stay Behind: Why Sales Success Requires a Bold Move
In a world where most sales professionals are saying the same thing—“We offer great customer service” or “We’re the best value for the price”—how can a buyer tell you apart from the rest?
Sandler Rule #2 cuts right to the heart of that dilemma:
“If your competition does it, stop doing it right away.”
This rule isn't just clever—it’s a critical principle for any sales professional who wants to succeed in today’s hyper-competitive market.
What Makes This Rule So Powerful?
According to the video from Sandler Worldwide, the goal of this rule is to break away from the sea of sameness. When everyone is saying the same thing, no one stands out.
Instead of blending in:
Zig when others zag.
Create real differentiation by changing how you sell, not just what you sell.
Focus on authentic relationships, not canned pitches.
“If you’re operating like competitors, you look like a salesperson—and prospects can feel that.”
Real Differentiation Starts With Authenticity
The Sandler approach emphasizes transparency and integrity. It’s not about being flashy; it’s about being real. Their business development process is rooted in a clear, value-driven conversation—even if it means walking away when the fit isn’t right.
This creates:
Stronger long-term relationships
Increased trust with both current and future clients
A reputation built on ethical, honest selling
Actionable Tips for Your Sales Team
Discuss Rule #2 with your team. Ask yourselves:
What are we doing just because “everyone else does it”?
Are we sending the same generic messages?
How can we zig where others zag?
Create a brainstorm session to find unique ways to engage prospects that don’t rely on tired clichés.
Final Thoughts
If you're looking to build a modern, high-integrity sales strategy, this rule is a game changer. By rejecting imitation and focusing on what truly sets you apart, you position yourself not just as another salesperson—but as a trusted advisor.
If you're interested in more Sandler sales tips, consider stopping by for a class sometime. Click here to find out how you can attend a class with no strings attached.
