Attn: Sales Pros - This book turns asking questions into an art form.
“Asking Questions the Sandler Way,” by Antonio Garrido
David Sandler revolutionized selling by creating a system that puts the salesperson on at least an equal footing with the buyer. For example, using the Sandler System, your job becomes qualifying buyers, not just trying to sell people something. It involves solving problems, eliminating pain and understanding who the players are. That is, who makes the buying decision and what motivates them. It even encompasses determining if you actually have the right solution for the potential customer’s problem.
This means, as a sales professional, you come into the selling arena with a lot to learn. And, the best way to learn is to ask questions. Lots and lots of questions. In his book, “Asking Questions the Sandler Way,” Antonio Garrido begins with an overview of the Sandler Selling System, then takes the sales process apart brick-by-brick, offering advice on, and examples of, the kinds of questions you should be asking during each phase.
Asking the right questions…
According to the book’s description, the goal is, “…to get both buyer and seller to the right solution, faster, more efficiently, and the less stress – by asking the right questions, in the right way, at the right time, for the right reasons.” As you make your way through the text, you discover there’s a lot more to this seemingly simple notion than you might think.
The good news is that Mr. Garrido, a certified Sandler System instructor, provides lots of great example questions and explains when and how to put them to use. His prose, in addition to being highly informative, takes a light approach, which makes it entertaining as well as educational. He has clearly been at this a long time and his advice is based on experience, both in sales and presenting.
Answering questions with questions
The book, like the Sandler System itself, explodes a lot of historical sales myths. For example, the notion that one must never answer a question with a question. That one is blown away by the end of the forward, which is penned by David H. Mattson, CEO of Sandler Training Systems. In fact, that myth – along with many others – was destroyed early on by Mr. Sandler himself. To make the point clear, an entire chapter of the book is dedicated to the art of answering a question with a question.
The book also defies the notion that a sales person should act as a free consultant to the prospective customer. On the contrary, in most cases, the questions Mr. Garrido proposes are designed to qualify the prospect as a customer and determine whether the salesperson has a viable solution to offer. It’s all about using the right questions to get the best possible information and, thereby, creating a solution that meets the needs of everyone involved.
Take your time
There’s a lot to absorb, here. And, while it is clearly useful to read the book cover-to-cover, it is probably most valuable as a resource for new ideas, valuable guidance and ongoing inspiration. Our advice? Read the book with your trusty highlighter in hand and identify a few recommendations you can put into practice right away. Then, from time-to-time, go back for more gems, focusing on additional items you highlighted. You’ll find a lot you can use and a lot more you can save for special situations.
The bottom line: If you’re serious about learning and implementing the Sandler Sales System, this book is a must read. You can learn more and get your own copy here.
For more great sales tips, please checkout this Webinar by Dave Mattson, CEO at Sandler Training.