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How are arson investigators able to sort through the rubble of a burned out building and pinpoint the source of ignition and the path of the fire?

How are National Transportation Safety Board investigators able to examine the vast debris of a plane crash and determine the cause of the crash?

How are software engineers able to scrutinize thousands of lines of code of a crashed program and identify the offending entries?

How are watchmakers able to inspect the inner working of a broken timepiece and locate the source of the malfunction?

How? By knowing what to look for.

Do you know what to look for when you meet with a prospect?

Are you thoroughly knowledgeable about your product or service? Do you understand the situations it was designed to address, the problems it was designed to solve, and the results it was designed to achieve? Do you know exactly what to look for in order to diagnose a prospective client’s situation as one for which your product or service is a best fit solution?

When you know what to look for, you can develop and ask appropriate questions to explore those aspects of the situation that are addressed by your product or service. Doing so not only helps you diagnose the situation, but also helps the prospect better understand the nature of his problem from the perspective of how your product or service will solve it. The greater the number of questions you ask, the greater the amount of evidence builds and the greater the number of logical connections the prospect makes that your product or service is indeed the best fit for the situation.

When you know what to look for, you and your prospect have a greater chance of finding it, and you have a better chance of making a sale.

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