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The Sandler Rules
49 Timeless Selling Principles & How to Apply Them. Adapted by David Mattson with Jim Marshall, Sandler Training, 2009
When this book arrived, I was skeptical of recommending another sales book for our readers, so I broke with the tradition and my rule of reading the book cover to cover and skipped around the chapters to see if it had valuable content. It was immediately apparent that this author was not out to waste anyone’s time. Every Chapter or Rule was focused on some sales challenge that we all have encountered. Each rule addresses universal questions and presents real life answers to help us become more effective salespeople and/or trainers. Each rule follows with a discussion of the topic with meaningful real life examples. At the end of each of the 2-3 page chapters are a self-assessment and question to solidify your understanding of the topic.
To illustrate the strength of this book here are two randomly selected Rules:
Sandler Rule # 14. A prospect that is listening is no prospect at all.
How many times do we do most of the talking when we are “presenting” our product or service? The rule is for us to listen. “Selling is not about Telling.” For each of the important aspects of your product or service, develop a thought-provoking question that is not only informative, but also engages the prospect in a conversation.
Sandler Rule # 46. There is no such thing as a good try.
Do you “try” to stop at a traffic light? No, you just do. Try is what the author calls a “weasel word.” It is really no commitment at all. Example: “I’ll try to get back to the prospect next week.”
Rather than try, make a clear commitment.
If you are like many business people, your bookshelves are filled with numerous books on salesmanship and all its challenges. So do we really need one more sales training book? Yes, make room for this one.
Book Review Information
 Dr. Brian Beirl has a general dental practice in Seminole. In addition, he is an educator, author, presenter, consultant and business coach. Dr. Beirl is passionate in helping his clients live the life of their dreams. He may be reached at www.brianbeirl.com.
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 Editors Note
The Backbone of the US Economy
Last month I was among 30 small online publishers invited to travel to Washington to educate our legislators on the importance of the Internet as a medium for the backbone and foundation of our US economy – the small to midsize business owners.
During the 2 days in Washington I sat at large prestigious conference tables of high profile senators, in small crowded offices of other senators and even stood in a busy hallway outside a state representative’s office to help them understand that contrary to their belief, the internet is owned and operated by regular business people not the giants like Google and Yahoo. Our mission was to have them realize how passing broad stroke legislation based on misinformation will literally shut our economy down.
Thousands of online publishers support their families from their Internet businesses. Thousands supplement their regular income from their Internet businesses. And with the hiccup of our economic condition, thousands of new business owners are making their way to the internet after being downsized or are being forced out of retirement by shrinking or non existent 401K’s.
As we watch the giants fall one by one, we should realize that it has always depended on us, the small to midsize business owners and emerging entrepreneurs. It’s during times like this that the creative minds and vision of the entrepreneurs that will once again save the day. Don’t underestimate your talent and your influence.
BABM’s mission to educate, support and inspire business owners and emerging entrepreneurs has created our online and print publication. With more and more new entrepreneurs emerging from either need or passion, BABM will be introducing a new section in the print publication in September and on our website by the end of July. This section will be tailored especially for the newbie entering the exciting entrepreneur world.
Be assured that BABM will always put itself on(the)line for you!
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