HMAT Sandler Sales Part One and Two

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Know What Your Prospect Is Thinking And Give Yourself An EdgeMichael Senoff Interviews Dave Mattson From Sandler Sales

HMA Sales Training

Dear Student, Im Michael Senoff, founder and CEO of For the last five years, Ive interviewed the worlds best business and marketing minds. And along the way, Ive created a successful home-based publishing business all from my two-car garage. When my first child was born, he was very sick, and it was then that I knew I had to have a business that I could operate from home. Now, my challenge is to build the worlds largest free resource for online, downloadable audio business interviews. I knew that I needed a site that contained strategies, solutions, and inside information to help you operate more efficiently Ive learned a lot in the last five years, and today Im going to show you the skills that you need to survive. It is my mission, to assist those that are very busy with their careers And to really make my site different from every other audio content site on the web, I have decided to give you access to this information in a downloadable format. Now, lets get going. Michael Senoff

Founder & CEO:

Copyright NoticesCopyright MMVII - MMVIII by JS&M Sales & Marketing Inc No part of this publication may be reproduced or transmitted in any form or by any means, mechanical or electronic, including photocopying and recording, or by any information storage and retrieval system, without permission in writing from the Publisher. Requests for permission or further information should be addressed to the Publishers. Published by: Michael Senoff JS&M Sales & Marketing Inc. 4735 Claremont Sq. #361 San Diego, CA 92117 858-234-7851 Office 858-274-2579 Fax Legal Notices: While all attempts have been made to verify information provided in this publication, neither the Author nor the Publisher assumes any responsibility for errors, omissions, or contrary interpretation of the subject matter herein. This publication is not intended for use as a source of legal or accounting advice. The Publisher wants to stress that the information contained herein may be subject to varying state and/or local laws or regulations. All users are advised to retain competent counsel to determine what state and/or local laws or regulations may apply to the users particular situation or application of this information. The purchaser or reader of this publication assumes complete and total responsibility for the use of these materials and information. The Author and Publisher assume no responsibility or liability whatsoever on the behalf of any purchaser or reader of these materials, or the application or nonapplication of the information contained herein. We do not guarantee any results you may or may not experience as a result of following the recommendations or suggestions contained herein. You must test everything for yourself. Any perceived slights of specific people or organizations is unintentional.

For more interviews on marketing consulting go to MMVII JS&M Sales & Marketing, Inc. San Diego California -Tel. 858-274-7851

Know what your prospect is thinking and Give yourself an edgeWouldnt it be nice to get inside your prospects head know his personality type and all the right things to say? Well you can, and this interview is going to tell you how. In it, youll meet Dave Mattson, a vice president at the Sandler Sales Institute. Dave is going to talk about a psychology-based model for sales training that can really give your consulting business that key strategic advantage it may need. According to Dave, there are four basic personality types. And while most people identify with two or three, theres usually a dominant style. If you find out which one of those styles your prospect strongly resembles, youll know how to structure your meetings and sales pitches more effectively. So in this audio, Dave gives descriptions of each personality type along with questions you can ask your prospect that will help you determine where he fits into the model.

Youll also hear A no-pressure cold calling script that will land you 7 out of 10 appointments How to befriend gatekeepers so theyll want to help you get through to the decision makers The importance of fitting into your prospects culture and how to match and mirror so that you do How understanding the difference between identity and role will help you handle stress, adversity and rejection better What Dave means by a monkeys paw and how to use it to get the reputation for getting results Why if you hear send me literature during a cold call, you know youve failed and ways to avoid getting that response Why you should only be lightly qualifying most prospects before a face-to-face appointment and some great ways to do that And much more

Psychology is a powerful tool. The more you know about a person or situation, the bigger the advantage youre going to have. And these tried-and-true techniques will help you analyze your prospects, get into their heads and know exactly whats going to work best for them. Enjoy.

For more interviews on marketing consulting go to MMVII JS&M Sales & Marketing, Inc. San Diego California -Tel. 858-274-7851


Confidence! My gosh, if you could think about getting 7 out of 10 appointments versus 1 out of 50, your confidence goes up geometrically. Death of any sales person is we dont have enough people to talk to. Lets face it; thats what youre selling. Youre selling a marketing strategy that gives us higher margins and more customers to talk to. If you can increase your win rate to get an appointment 7 out of 10, that ripple effect is just huge as an independent consultant. HMA; it will increase your business tenfold.


For anyone whos seen a lot of different sales trainings out there, why is Sandler different? I would say Sandler is different in a number of ways. First, lets do delivery. Sandler certainly has facilitator-led training and seminars. We have a blended approach with technology and face-to-face training. But I think the thing that separates us from a delivery standpoint is ongoing reinforcement training. And what I mean by that is, weve all been to the one-day seminars. I grew up on those as you have and they get us pumped up for a period of time. And certainly the seminar leaders not there to answer any of those ongoing questions. So what weve done at Sandler is weve opened up 220 training centers. Clients can come to us as often as they want. Say, well Dick, how to I get past a gatekeeper or how do I better qualify and they can even give us big picture questions or specific scenarios. Like Im in front of XYZ organization. Heres what they said. What should I do? And our trainers, who are really sales people who train, can give them real life feedback. We play their trainer, we play their coach, a lot of times we play their manager. So from a delivery standpoint, its different. But also a content standpoint. In a lot of different ways, but we have 1,000 hours of content whether its management or sales and its youfocused selling if were going to use our selling model as an example. We focus on the buyer, whats important to them versus traditional selling which focuses on a lot of features and benefits. And we have a combination of both buying psychology and sales psychology. We put it together in a system called The Sandler Selling System. So weve thousands of tactics and strategies but its really how weve put it together. Were conversational selling versus remembering a lot of scripts, which I dont think people do in front of a buyer. Whats the story of David H. Sander? I understand hes the founder and he began sales training and developing the Sandler System in the late 60s and the early 70s. Whats his story? What



For more interviews on marketing consulting go to MMVII JS&M Sales & Marketing, Inc. San Diego California -Tel. 858-274-7851

did he start doing early? Where were some of the challenges he was having and how did this all come to be? Dave: Well, certainly David Sandler didnt wake up saying I want to be a sales trainer. David was an executive in a family owned cookie and cracker business. They were very successful and one side of the family had a fight with the other side of the family and decided hey, his side was out. So David woke up on a Monday unemployed where he had been a CEO for years and years with a profitable track record. So what did he do? Well, he opened up the paper and saw that somebody was looking for a sales trainer/business consultant. He answered the ad. It was a company out of Texas whos been in business for quite some time. He went down and followed the process, which had been the traditional model; go in, meet and greet, features and benefits. And he had failed miserably because David is an introvert and David was follow the process. David would always follow the rules and read the manuals and he went out and as I said, he failed miserably. And it wasnt because of talent; its just that he wasnt a born sales person. So he went back home and sat down with some psychiatrists and psychologists and said, whats going on in the human dynamic standpoint because Im saying this, theyre reacting this way. Why is that true because according to the scripts, when I draw a line down the center of the piece of paper, and Im using the Ben Franklin close and Im doing all the positives on one side and the negatives on the other side, I have 15 positives and 1 negative. Of course, the negative I can overcome. Theyre suppo