Sandler Selling Method: A Step-by-Step Guide to Boost Your Sales Process
Learn how the Sandler Pain Funnel helps sales pros uncover pain points and close deals with strategic questions and the 7-step methodology.
88% of sales reps said their sales strategy improved with Sandler training.
The Sandler Sales Methodology offers a flexible yet structured approach to selling that prioritizes the pain points and needs of the prospect.
In this blog, we will learn what the Sandler Sales Methodology is and break down the seven steps that make up this unique selling system along with examples. Let us begin with the basics.
What is a Sandler Pain Funnel?
How the Sandler Pain Funnel Works? (With Sample Questions)
The Sandler Pain Funnel is broken down into seven steps, with each designed to guide the sales rep through the entire sales process. Let’s look into each step in detail:
1. Bond and build rapport with your prospect
Get to know your prospect on a personal level. You need to make them comfortable and build a genuine connection with them.
Some great ways to establish trust with your prospect include speaking their language, using their name (and pronouncing it right), adding humor, asking meaningful questions, and clarifying their pain points.
Here are possible questions you can ask your prospects to build rapport:
2. Set clear expectations
Unwanted surprises during sales can harm the relationship between you and your prospect and even jeopardize the deal.
To prevent this, the Sandler sales method recommends using UFCs (Up-Front Contracts) to ensure clarity before each meeting.
Each UFC should cover five elements:
3. Identify the prospect's pain
Now, the focus shifts to understanding the prospect's challenges and pain points. Instead of leading with your product or service pitch, you should aim to figure out the prospect's needs, problems, and goals.
Ask probing questions to identify the areas where the prospect is experiencing dissatisfaction or discomfort, such as:
4. Find the prospect’s budget
50% of your prospects aren't a fit for what you sell. That's why the fourth step of the Sandler sales method is so important.
Your sales reps should focus on understanding whether the prospect can invest the necessary resources, such as time, money, and effort, to address their problems.
Discuss budget considerations openly to ensure that both parties are on the same page about the potential deal's financial aspects.
Here are some questions you can ask if you are trying to understand the budget of a prospect:
5. Identify the decision-making process
Understand how decisions are made within the prospect's organization, the criteria they use to evaluate potential solutions and key decision-makers.
Understanding the decision-making dynamics will help you modify your approach and increase your chances of closing the deal by overcoming the complexities of the prospect's decision-making structure.
Potential questions you can ask at this stage include:
6. Move into the fulfillment phase
Once you have identified your prospect's pain points, budget constraints and the decision-making process, it’s time to move into the closing phase.
Closing the sale consists of two parts:
- Fulfillment
- Post-sale (we will discuss about that in the next step.)
In the fulfillment phase, you will present your solution to your prospects in a way that directly addresses their identified needs at an acceptable price.
The focus is on showing how your product or service will meet the prospect's requirements and alleviate their pain.
The fulfillment phase involves four elements to secure a signed agreement:
Here are some questions you can ask to increase your chances of closing a deal:
7. Confirm the post-sell process
The Sandler sales method's final step is to ensure customer satisfaction and manage expectations after the sale. The post-sell phase is important for maintaining customer loyalty and generating referrals.
It includes addressing any remaining concerns, discussing ongoing support, and laying the foundation for a mutually beneficial, long-term relationship.
Asking questions like these will help you achieve this:
Sandler Pain Funnel Example Call Transcript
In the sales call script above, the SaaS sales rep uses the Sandler Pain Funnel to guide the prospect through a structured conversation that uncovers deeper pain points. The sales rep begins by asking open-ended questions about the prospect's current sales operations process. Through a series of increasingly focused questions, the rep helps the prospect recognize the negative impacts of these inefficiencies on team productivity, data accuracy, and business growth.
Asking how long the issue has persisted encourages the prospect to reflect on the consequences of inaction. When the sales rep probes into what’s been holding them back from addressing the problem, they identify barriers like failed past solutions. This positions the rep to offer their product as an easy-to-implement, integrated solution.
Finally, by focusing on the potential positive outcomes, the sales rep smoothly transitions to offering their software as the solution.
Pain Funnel Sales Technique
1. Reversing
The art of responding to a question with another question is reversing. This technique will let you get valuable information while keeping the prospect engaged.
Example:
Client: “Can your software integrate with our existing CRM?”
You: “That’s a good question. Can you share what specific CRM are you currently using and what key features you rely on?”
This way, you are not only collecting information about the prospect’s tech stack but also find out their potential pain points and priorities around CRM integration.
2. Negative-reverse selling
Negative reverse selling refers to pointing out potential reasons why your product might not be the perfect solution for the prospect right now. This approach will encourage the prospect to think more deeply about their true needs and reconsider their objections. Here is how to go about it:
- Use negative reverse selling thoughtfully, and do not jump into it right away, especially when you anticipate a potential objection or sense hesitation from the prospect. Practice beforehand so it feels natural.
- Acknowledge the prospect’s concerns before presenting the negative aspect. For instance, you can say, “I understand budget is a major concern for you…” This creates a more open dialogue and shows that you are listening.
- Be direct but tactful in explaining why your product might not be the best solution for them right now. It can be due to the size of their team, specific features they might not need, or even their budget.
- Pay close attention to their reaction. If they disagree, this could indicate that they are more interested than they initially were. Have thoughtful responses ready to address their challenges and qualify them as potential customers.
Example:
Client: “Your product looks interesting, but I am not sure if it is the right scale for our small business.”
You: “Our enterprise-level solution might be more robust than you currently need, given your team’s size. Would exploring some individual-level options that better align with your current needs and budget would be helpful?”
This way, you will express a genuine desire to find the right solution for your prospect. This will also open a discussion about upsells in the future once the prospect’s needs expand.
3. Posturing
Posturing involves positioning yourself as an equal partner than a subordinate vendor to your prospects. Ask questions that challenge your prospect’s assumptions as well as that demonstrate your expertise.
Example:
Client: “We are looking for a comprehensive software solution that integrates with our current systems.”
You: “I understand that integration is important. Can you share more details about the systems you currently use and the pain points you are experiencing with them?”
By asking such clarifying questions that subtly challenge the prospect’s understanding of “comprehensive,” you are establishing yourself as a knowledgeable advisor instead of just a vendor trying to make a sale.
4. Understanding the Dummy Curve
The Dummy Curve is a visual representation of a prospect's emotional journey during a sales process. Understanding this curve will help you anticipate the prospect’s changing emotions.
Example:
Client: “Can you explain how your software’s pricing works? It appears a bit complex.”
You: “I will be happy to. Can you elaborate on what appears confusing to you? That will help me explain it better.”
This way, you acknowledge the knowledge gap and also invite your prospects to explain their confusion. You create an opportunity to better understand their challenges and tailor your explanation accordingly. This builds trust and rapport, as the prospect will feel heard and valued.
Implement Sandler Pain Funnel Technique with MeetRecord
MeetRecord, as a conversational intelligence platform, gives you a deep dive into all your sales discovery calls. It records, transcribes, and analyzes your sales interactions and provides valuable insights into what is working and what is not.
How MeetRecord helps:
- Identifies patterns in your sales team’s conversations and pinpoint areas where sales techniques are being applied.
- Compares top-performing sales reps’ conversations to pinpoint successful sales strategies for rapport building with prospects and helping with pain points.
- Tracks the use of sales-specific phrases and language that help monitor Sandler methods adoption and provide targeted coaching.
Would you like to implement the Sandler Pain Funnel technique in your sales team? Book a demo today and see how MeetRecord can help.
Smarter Sales.
Faster Deals.
Bigger Wins with MeetRecord.
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