Sandler

In my review of

Asking Questions The Sandler Way

by Antonio Garrido posted on Amazon.co.uk, I gave the book Three Stars. This means it is Worthwhile.

Here is my book review.

Questions are the only way to find out what the customer is thinking.. unless you’re a psychic

As an introvert, it has always seemed obvious to me that you should ask questions during the sales process. After all, I’m happier listening than talking.

Unfortunately the stereotype image of the fast talking sales person is one who charms, persuades and convinces with his or her confidence. It sounds good until you get in the sales process as the buyer and then, most of all, you want to be heard and understood. You want to buy through right product and not be sold something unsuitable. [continue reading…]

The full title of this book by Greg Nanigian is

“Why People Buy: The Real Reason Features and Benefits Selling Doesn’t Work“.

It is a detailed look at the Sandler Selling System’s pain step.

In my review at Amazon.co.uk, I gave it a FOUR star rating, meaning I consider it to be good to very good.

Here is what I posted.

More details of the Sandler Pain Step

I find the Sandler Selling System appealing in many ways although I’ve seen it used to bail out of potential relationships too early and recognise that it can be used to manipulate buyers or to give the appearance they are being manipulated.

This book provides a detailed look at the pain step, used to uncover emotionally powerful reasons for the buyer to buy. It also explains where pain lies in the “Sandler Submarine” so that you have a brief understanding of the entire system. [continue reading…]

I have a bit of a blind-spot about social media. I was an early adopter back in around 2008 as I did a course with the now defunct StomperNet, one of the most notorious Internet marketing companies.

Then I watched it become the “new big thing” in the mainstream and I watched plenty of social media experts suddenly burst into prominence. I thought it was very time consuming.

Here is a video produced by Sandler Training Worldwide. [continue reading…]

The full title of this book by David Mattson is

The Sandler Rules: 49 Timeless Selling Principles and How to Apply Them

In my review posted on Amazon.co.uk, I gave it 3 Stars.

Here is my review.

Starts strongly with counter-intuitive sales ideas but fades away and the layout is irritating

This book based on the Sandler Sales System created by David Sandler back in the late sixties and seventies and presents “49 timeless selling principles and how to apply them.”

It is written by David Mattson, CEO and partner at Sandler Systems, Inc. and if you are not familiar with the Sandler name, it has become one of the best established sales training franchises throughout the world.

The Sandler Selling System ® is different from many selling approaches since it de-emphasises the closing stage and puts the emphasis on qualifying (giving the buyer permission to say NO early in the process) and on digging deep into the pain of the problem the prospective customer wishes to solve.

I know some people feel the approach is disguised manipulation but that charge can be levied at a lot of sales and marketing techniques since they all want the buyer’s money.

I bought “The Sandler Rules” because of the great reviews on Amazon.com but having read the book, I fear that it is another example of vested interests giving a biased impression of the book.

Part of my problem is that I think you need to understand the Sandler Selling System® to appreciate the book but it is not described here. While I have some issues with it, I recommend that you read David Sandler’s book “You Can’t Teach a Kid to Ride a Bike at a Seminar” first if you are new to the Sandler ideas

Each rule has a two or three page explanation together with a chance to test your understanding (with the answers irritatingly written in very small print against a shaded background and upside down). There is also a brief guide to the behaviour you need WHICH IS WRITTEN IN CAPITAL LETTERS AND THEREFORE DIFFICULT TO READ.

It makes some good points and after the first 10 to 15 rules, I was expecting a review rating of 4.5 stars, then it dropped to 4 stars and finally to 3.5 stars so I have the impression that it starts strongly and finishes weakly. The cynic in me says that’s OK because it is well known that most business books that are bought and started are never finished.

I was disappointed but I like a lot of the Sandler System. One such idea is the fall back. Traditional sales approaches teach you how to keep battering down any objections the customer dares to come up with but the problem is that you can meet force with force. The stronger you resist your buyer’s resistance, the more they will resist. The Sandler system challenges the buyer to keep you in the game and as a counter-intuitive approach, I think it’s very insightful.

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The full title of this book by Sam Deep and Lyle Sussman is

“Close The Deal: Smart Moves For Selling: 120 Checklists To Help You Close The Very Best Deal“.

It has been written with The Sandler Sales Institute.

In my review at Amazon.co.uk, I rated the book as Four Stars. This means I think it is Good and Well Worth Reading.

Here is my book review.

A series of list based articles to improve your selling, based on the Sandler sales system

This is a very interesting and practical guide to sales training written in the form of 120 list based articles for sales success. It is based on the Sandler Sales system which is one of the best known international sales systems sold through franchisees and is well known for the different approach to selling. [continue reading…]

You Can’t Teach A Kid To Ride A Bike
At A Seminar by David Sandler

Book Review Rating – 5 Stars

In 1995 when I started my self employed adventure, a former boss of mine who had ploughed the same path told me to read a book about sales training every year.

Since then, I’ve read plenty of sales books and listened to sales training CDs and watched sales DVDs.

You Can’t Teach A Kid To Ride A Bike At A Seminar by David Sandler with John Hayes PhD is the most different and the most memorable but it might not be the best.

As far as I am concerned, this is a must read book for you to establish how far you are prepared to go to manipulate a customer to get the money. There’s something here that makes me feel very queasy because it’s asking me to be someone I’m not.

At the same time, this is a “no manipulation” manipulative selling system. It’s dressed up in a way to appear as if you’re not really that interested in selling to the potential customer and he or she must convince you that the deal is right. [continue reading…]