Selling it right
Sandler’s first rule states, “You have to learn to fail, to win.” The book, Questions The Sandler Way, describes the formula to success as a combination of failure and persistence. Antonio Garrido explains strategies, if employed, will lead to success. He dismisses the habitually followed sales methods and provides a breakthrough approach on how to sell efficiently—not merely by answering questions but by asking the right ones.
The premise of your book is ‘selling by questioning’. Does this apply to all kinds of sales? How?
Yes, of course. Selling is defined as a transaction between the seller and the prospective buyer or buyers where money (or something considered to have value) is exchanged for goods and/or services. Professional selling, therefore, maps the process and the interaction between people exploring whether or not a particular transaction would prove mutually beneficial. This is a rather longwinded way of saying that every sale involves people trying to figure out solutions to problems. The interaction between the buyer and the seller is a fascinating area of study, and at the heart of the interaction between them lies the transfer of information. This information exchange is critical to the outcome of the interaction, and it is facilitated by questions and answers. The seller has two primary goals in the quest to qualify/disqualify a prospect: getting to the truth, and then getting to a decision (even if the decision is a ‘no’). Remember, if it is going to be a ‘no’, when do you want to know? As soon as possible, right? Adopting the correct questioning strategy gets you to the truth efficiently and effectively, as well as helps the buyer reach a clear decision. Whether you sell paper clips (commodity sales), to oil rigs (consultative sales), to medical devices (unique value sales), to industrial products (account sales), B2B or B2C, one-off, or enterprise sales—they all involve people trying to figure out how to solve problems. Irrespective of the market and product, questions are the only way to figure out whether the ‘suspect’ can become a ‘prospect’, and then whether or not the ‘prospect’ becomes a ‘client’.
Is there truly a right and successful theory to make a sale? If yes, what would it entail?
As I mentioned earlier, ‘mutually beneficial’ is at the heart of a successful sale. This means that all parties