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SISTEMA DE VENTAS completo: por qué pierdes el 67% de tus ventas — Transcript

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0:01This is the first episode where we're
0:03going to tell you the entire Sandler
0:04system. We aren't holding anything back
0:07. We have the honor and the fortune of
0:18doing this through our great friend
0:20Andrés Pupkin, who is the person, the
0:22second person who holds the
0:23longest-running Sandler franchise in
0:25Latin America. He's a pro; he has been
0:30using the Sandler method for much
0:32longer than we have. He has trained in
0:35so many countries. I think you've
0:38trained people from all over the world,
0:40in English, in Spanish, in Portuguese.
0:43Wonderful. So Andrés, it's a pleasure
0:45to have you here.
0:46Thank you so, so much, and the honor is
0:48mine to finally be on Machine of Sales,
0:51so I'm happy to be here.
0:52Good, good. Thank you very much. To all
0:54our Chilean friends listening to us,
0:56it's thanks to Andrés, just so you
0:57know. I mean, if someone in Chile
0:59recommended the podcast to you, that
1:01started with a domino effect from
1:02Andrés, right? Who, by the way, is the
1:04owner of Sandler Chile, something we
1:05hadn't mentioned. So, well, that's
1:07tremendous. Thank you a thousand times
1:09for joining us. Sandler, man.
1:11Everything wrong.
1:12Sandler. That's what they call us on
1:14the street.
1:14Just like Adam. They call him Sand.
1:16They call me Sandre too, so no problem.
1:18Perfect.
1:19Andrés, hey, tell us how you got to
1:22Sandler, what's your story?
1:24Well, this was 16 years ago. My life
1:27was quiet. I was working in the
1:29corporate world at Mall Plaza. I was a
1:32commercial manager, and my father and I
1:34, we're partners now, he lives in Miami
1:36now. He always worked with American
1:39companies in the US, and he went to see
1:41the Sandler methodology, came back, and
1:43said, "Andrés, there's something here,
1:45I don't have words to describe what it
1:47is." I said, "Oh, well, my father is a
1:49seasoned pro, and well, I thought, if
1:51he doesn't have words to describe what
1:54it is, it must be something interesting
1:56." So I started investigating a bit
1:58about Sandler, and we decided to get
1:59the franchise together. Tremendous.
2:03Yes, honestly, it's been an incredible
2:05journey, and well, when we bought it, I
2:07said, we're buying the best methodology
2:09in the world. My father has been a
2:14teacher for a long time, and he used to
2:16take me to many classes, the last
2:18classes he taught at the university, he
2:20would take me along, and the
2:21testimonials were impressive. Everyone
2:25said, "No, it changed my life." And I
2:27said, "My God, I have the best trainer
2:29in the world and we are going to buy
2:31the best sales methodology in the world
2:33. This has to work." So, well, we
2:38bought it 16 years ago and, well, when
2:41we bought it, uh, my father was full of
2:43energy, but he had a bit of pressure,
2:45some love issues, and I pushed this
2:47forward. Yes, it fell to me to make the
2:52first Sandler sale, and well, later on,
2:54the story is that we each sold, and the
2:56truth is that the journey with my
2:57father has been incredible.
2:59How cool. How cool. The Pupkin duo,
3:03how was it? I don't know if you
3:06remember what those first days were
3:08like, how long it took you to get the
3:10first sale, how much, I mean, when you
3:16sell Sandler to the Americans,
3:18Sandler is very well-positioned in the
3:20United States.
3:20Sure,
3:21I want to think that the same thing
3:22happened to you as it did to us,
3:24which is that, well, nobody here knew
3:27Sandler, so, what happened in those
3:29first days?
3:30No, no, no. In our case, it was a hit.
3:35From...No, just kidding, it was clearly
3:37colder at first, because often they
3:39give you the methodology, but we will
3:41see later that, uh, one of the points
3:43of success there is the behavior of the
3:45prospecting plan: calling, putting
3:47yourself out there, going to meetings;
3:49I mean, one thing is having a
3:51methodology.
3:55Which is the best in the world. Yes,
3:57without a doubt. Uh, in my opinion, and
4:00also a very, very good trainer. My
4:03father, I also have a lot of energy,
4:05but he was the number one trainer.
4:07But there is an issue here of sales, of
4:09prospecting, because prospecting is the
4:11oxygen to sales. So, it was also very
4:13hard. And one of the techniques we use
4:17is that when you start in sales, you
4:19start with the three F's: friends,
4:21family, and fools. Sure, sure. Exactly.
4:27We made the list there.
4:28I like it, I like the translation.
4:30Exactly, exactly. So, uh, we made the
4:33list and we clearly had contacts, but
4:35it was very hard at the beginning;
4:37prospecting is always very hard because
4:39you put a lot of energy into it and
4:41often see few results.
4:43Sure.
4:44But yes, in sales you start with that
4:46circle.
4:47Awesome.
4:47And how did you feel after that first
4:49sale? I mean, that you achieved it all
4:51on your own.
4:51I almost cried. I imagine,
4:54right? Yeah, again, they're people who
4:56also lend you a hand. Yes. Uh, but it
5:00was very rewarding, uh, to be able to
5:02finally implement it because we go to
5:04Baltimore, they brainwash you at
5:05Sandler. Uh, so finally, like,
5:09implementing the system, because, uh,
5:11it was an experience we wanted to have,
5:14and I felt so good at the moment of
5:16that sale.
5:17Great.
5:17Great. Yeah, totally. Hey, well, let's
5:20get into the meat of it, let's start
5:22breaking it down. Sandler, what
5:23impacted you the most? What would you
5:28say are the main things that have made
5:31you stay at Sandler for 16 years with a
5:33tremendously successful journey?
5:39I think what impacted me the most, and
5:41I always say it changed my life, is the
5:43success triangle, which are ultimately
5:45the pillars of the Sandler sales
5:46methodology. Yes.
5:51I think the foundation of everything is
5:53there; I mean, if you really understand
5:55it, take action, and work with your
5:57success triangle, because I always say
5:59that these pillars are like a feedback
6:01methodology for yourself, right? Like a
6:05self-analysis.
6:06Exactly.
6:07Where the three self-analysis questions
6:09are what did I do well, what did I do
6:11wrong, and what did I learn?
6:12Mm. So, so everything starts with
6:15success. So success is there at the
6:18center of these pillars,
6:23of this success triangle, and I'll tell
6:24you a secret that you already know
6:26because you are also highly successful,
6:28because success, and this isn't a
6:30secret, is that one works better for
6:31one's own reasons than for anyone
6:33else's reasons.
6:36Right. So, regardless of whether you
6:38have the best methodology in the world,
6:40if you don't have that focus, if you
6:42don't have that goal with the SMART
6:44methodology, which has to be specific,
6:46measurable, attainable, it has to be
6:48relevant. Whenever I teach this
6:51methodology, I dwell on the relevance
6:52of things because if your goal isn't
6:54relevant enough, you won't take action.
6:58So I can give you many techniques, I
7:00can give you strategies, but if you
7:01don't have a clear and well-defined
7:03focus, uh, you don't take action. And
7:06the last one in the SMART methodology
7:08is time. So, it all starts, I love to
7:10philosophize and I wanted to ask you,
7:12what do you think?
7:14I love to philosophize, we won't spend
7:16the whole podcast philosophizing about
7:18this, but why do we do what we do?
7:20Because you've noticed that many times
7:22we have 125,000 good ideas in our minds
7:24.
7:25Sure.
7:25Right.
7:26And how many do we implement?
7:27Yeah. With average luck.
7:29Very few.
7:30How many do you make room for in your
7:31schedule?
7:32Exactly. But the question is one to
7:35philosophize about later; we can have
7:37some mezcal or something to
7:39philosophize, but why did you choose
7:40that activity over any other?
7:44Do you want me to answer, or is that a
7:46rhetorical question?
7:47No.
7:48I mean, my professional work,
7:50professional and also personal, but
7:52let's stick to the professional side. I
7:56think it’s because I found something
7:57that aligns with the most important
8:02pillars of my life, right? I mean, on
8:05one hand, it's something I'm passionate
8:07about. I studied communication and I
8:10was able to compare it with many other
8:12activities, and nothing excites me as
8:14much as sharing with other
8:15entrepreneurs how to have more freedom.
8:18That’s on one side.
8:20On the other, because it gives me
8:21freedom. It's a business that allows me
8:25to design my life and live it exactly
8:27as I choose. Also, because it generates
8:31a super cool community. I mean, right
8:34now, most of my friendships revolve
8:36around Sandler, and finally, because
8:38thank God there is pain, and therefore,
8:40you can charge well for it to
8:42financially support everything else.
8:46It’s like a combination of several
8:48elements. For me,
8:49I think it's what you were telling me,
8:51all those three points that are very
8:52important to you represent relevance.
8:54Yes.
8:55It is the relevance to your goals, what
8:57calls you to action.
8:58Agreed?
9:01And so, let's get into what the success
9:03triangle is, because we haven't
9:04explained it, and you talked a lot
9:06about the success triangle. Tell us
9:08what the success triangle is.
9:10The success triangle represents the
9:12pillars of the Sandler sales
9:13methodology, the entire Sandler system.
9:15Yes. In which everything starts with
9:18success, which we were defining.
9:20Success is very important. I always say
9:22in my training that it’s the romantic
9:23part of the whole course, but it’s
9:25real. Yes.
9:26If there isn't something there...many
9:28managers tell me, "Andrés, I need you
9:30to come and motivate the entire sales
9:32force." And I think to myself, "My God,
9:34I'm lucky if I can motivate myself,
9:36because motivation comes from within."
9:39So, that part is very important.
9:41But to achieve success—and this is
9:42the first pillar of the Sandler sales
9:44methodology—it’s attitude. Mm.
9:46Without attitude, we don't get anywhere
9:48. Yes, in any case, when I started
9:50Sandler, I was really a fanatic about
9:52the techniques.
9:55the techniques, the techniques, and I
9:56would review them, and it was, like, it
9:58was challenging, like I wanted to apply
10:00the technique constantly.
10:03Yes.
10:05But I started realizing, over the years
10:07, that you also have to work on your
10:08attitude day after day. It’s the key
10:12to everything, attitude. An attitude of
10:15gratitude, being fanatically
10:17disciplined, being responsible, being
10:19proactive. These are issues because 80%
10:22of our thoughts are negative,
10:24so it’s super easy to fall into
10:26complaining, into the negative, and so
10:28on. So it is, it is something constant.
10:30Yes.
10:31Of course. And I think that in sales,
10:34you said it yourself at the beginning,
10:36I mean, when you start those calls, I
10:38always remember my first exercise that
10:40they gave me.
10:44When I started selling for a certain
10:46person, they told me, "Take the yellow
10:48pages and call, call and call, call,"
10:50and the number of "no's" and the way
10:52people talk to you really lowers your
10:53self-esteem. I mean, you think you’re
10:58trash after that exercise,
10:59huh? So, all the tips, what do you do
11:02in those moments? I mean, what, what do
11:04you apply?
11:05Number one, and we’re going to make
11:07it a trending topic, hashtag mentally
11:09strong.
11:10We in sales, well, I always talk about
11:12sales, or in life, one must be mentally
11:15strong. Why? Because in sales,
11:17especially, it’s a rollercoaster of
11:19emotions.
11:20Of course.
11:20You made a good sale. Bam, you’re the
11:23king of kings. Yes, I even think I’m
11:25Leonardo DiCaprio suddenly. Eh, King of
11:28Kings,
11:29the eyes, eye color.
11:31Eh, so you close a sale, you’re the
11:33king, five minutes later a bigger sale
11:35than the one you closed falls through,
11:37and from king you go to rat.
11:40Hm.
11:40Yes. My God. And that’s why, uh, I
11:44want to give you a tip, because it
11:46happens to me constantly because I am a
11:48professional salesperson and I have to
11:50face my own, my failure, my frustration
11:52. I always think, why would anyone in
11:56their right mind go into sales?
12:00Because they don’t know what it’s
12:01like.
12:03They tell them about the money part,
12:04but they don’t tell them about the
12:05rejection part.
12:06It’s very masochistic.
12:07Of course, every day they tell us no.
12:09Eh, society sees us as the worst, as
12:12the worst. Yes. The other day they told
12:14me, "You salespeople are the devil." No
12:16, how, if we are the ones who drive the
12:18economy?
12:19Agreed.
12:21But, uh, one of the tips I want to give
12:23to everyone listening is there are two
12:24that have always helped me. One is
12:28mindfulness, being here and now in the
12:30present, and there is a technique
12:32called "one to three."
12:33Okay? Every time you have a negative
12:37thought, you have to counter it with
12:38three positive thoughts.
12:41That's great.
12:41I mean, there are many people who wake
12:43up, have a presentation, wake up, open
12:45an eye, and say, "I'm not going to win
12:46it, I'm not going to win it on price,
12:48I'm not going to win it because I'm not
12:50there, it's not right, etc." And they
12:52haven't even gotten out of bed yet.
12:53Right.
12:54So that is where this technique isn't
12:56so easy, because often, what we in
12:58Chile call "throwing yourself flowers,"
13:00which is like saying positive things to
13:02yourself. Sure, talking nicely to
13:04yourself.
13:04Right, talking nicely to yourself, eh?
13:06So clearly, "No, I'm not going to win
13:08it," and that's where you have to stop
13:10that negative thought with three
13:11positives. It's, "I have the tools, I'm
13:13going to win it, I've done it in the
13:15past, and I'm going to close this sale.
13:17"
13:18Great.
13:19So that is tremendous for staying
13:20mentally strong. And the other one we
13:25always talk about at Sandler is this
13:27EBS concept, which I always talk about,
13:29it comes from the Sandler sales system
13:31philosophy. If you don't have this,
13:35it's very difficult to apply it. Which
13:37is Equal Business Stature.
13:40Uh, in which we have to have the same
13:42business standing as my counterpart.
13:45Why? Because people buy from people
13:47they like, and it often happens that
13:48the people you like are similar to you.
13:51Mm. Mm. So it happened to me once that
13:54I went to see a manager and he was a
13:55very powerful manager, he had a holding
13:57company. Yes. So I was, I sit down, and
14:01I was all combed to the side, yes. I
14:04had my papers ready, and the person
14:06goes and sits down like this: "Let's
14:09see, Pupkin, how are you going to solve
14:11my problem?"
14:12Right.
14:14If I see him, I was sitting like that,
14:16I look at him, and I do this: "Tell me,
14:18where would you like to start this
14:20conversation?"
14:22Right.
14:23And that's where the magic happened.
14:26Because that's when he said, "Ah, well,
14:28I'm talking to a person of my same
14:30business standing."
14:32What are some things that we do in
14:34daily sales? I mean, for many people
14:38it's likely very subconscious, but the
14:39only thing they're doing is lowering
14:41their business stature because you said
14:43things that you did. But I think there
14:46are many people who aren't aware.
14:49That there are three little things
14:51you've seen that salespeople, owners
14:53who sell, and managers do, that only
14:55result in—instead of the person
14:57seeing you as: "I'm talking to a peer,
14:59someone like me, someone I like"—it's
15:01like you're someone who...?
15:04Doesn't deserve my time.
15:06Let's see, quick, rapid-fire answers.
15:11The first one, please, let's stop
15:13lowering our importance when we're with
15:15our counterpart. When I say to you,
15:19Tere, thank you so, so much for seeing
15:21me, and honestly, thank you so much for
15:24me existing. No, no, no. Stop that,
15:27let's stop right there. You're lowering
15:28yourself.
15:29Exactly. Right. As if the other
15:31person's time were more important than
15:32yours.
15:32Exactly. And that's why I recommend to
15:35everyone that when you enter a meeting,
15:36instead of "thanks for your time," it's
15:38"thanks for the invitation."
15:39Right.
15:40Or "I'm glad we're meeting," and so on.
15:43Another way that we lower our status—
15:45or you lower yourself, sorry—as a
15:47salesperson is when you don't ask the
15:49questions
15:51that you should be
15:52asking. I have a tremendous story here.
15:56I wanted to close a sale, right? And
15:58this was a sale I really wanted. So I
16:02talk to my coach Kevin, whom you know,
16:04he saw David Sandler get started,
16:06something like that.
16:10He is a legend. Exactly. So, I prepared
16:14the meeting, we looked at the questions
16:16we were going to ask, etc., and I
16:18didn't close the sale. So I call him
16:20and say, "Kevin, no, I didn't close the
16:22sale." He says, "Andrés, let's do a
16:24debrief, let's go over what you did
16:26well, what you did poorly, and what we
16:28can learn from this." So the first
16:30question he asks me is, "Andrés, of
16:32the questions we prepared, did you ask
16:34this one?" And I said, "Um...""Look, I
16:37didn't ask it, but he told me," No, no,
16:39no. Rule number 13: don't read minds.
16:42Yes. So he said, "Okay, you didn't ask
16:45question number one, did you ask
16:47question number two?" And I said, "No."
16:52Exactly. who told me, "Andrés, don't
16:54worry, it's all good, it happens,
16:56everything is fine. You didn't ask
16:57question one, you didn't ask question
16:59two, but I'm sure you asked question
17:01three, and I didn't ask it.
17:02And that's when he stopped me dead and
17:05said," Look, Andrés Pupkin,
17:08if you're not asking your counterpart,
17:10your prospect, the questions you should
17:13be asking, you're putting up barriers
17:15to your own success. "
17:18Right.
17:20It was a slap in the face for me.
17:24Because when one, uh, doesn't have this
17:26EBS, you don't ask the prospect the
17:28questions you need to because of some
17:30fear, et cetera.
17:32Great. Sure, sure. Yes, it happens a
17:35lot with budget issues, decision issues
17:37, even pain points, like" I don't want
17:40to ask if it affects them personally "
17:42or" I don't want to ask how much budget
17:45they have available "because, man, it's
17:47so embarrassing, dude. They are a
17:49superior being to me. Don't go too far
17:52with the time they have for the meeting
17:53.
17:56Totally, I think one of the things, one
17:58of the questions I've seen most in the
18:00episode comments when we share a
18:01technique or something, people are like
18:03:" But how do I close the sale if they
18:05give me 15 minutes for the call? "Man,
18:08everything started wrong right there.
18:10You gave them 15 minutes, you told them
18:12," My time isn't worth anything,
18:14the conversation we're going to have
18:16isn't important. You can give me your
18:18spare time. "" You know, you have a
18:21very important point. Because they also
18:23ask me, I get that question a lot, like
18:25, 'Andrés, how am I going to spend 40
18:27minutes with a person?' "Right. I tell
18:31them, 'It's very strange, it's very
18:33strange that someone has a problem you
18:35might be able to solve and they don't
18:37want to give you the time.'"
18:39Right,
18:40that smells like free consulting. Sure,
18:43sure.
18:43That, that smells like a waste of time.
18:45So, I also strongly agree about the
18:47time that this EBS loses.
18:50Right, totally.
18:51Great. You already told us about the
18:53first point of the triangle.
18:55Key.
18:55Attitude.
18:56Yes, key. Attitude. Attitude of
18:58gratitude and gratitude and attitude
19:00above all else.
19:01Perfect. I was left with a doubt. I
19:04don't know if we closed the loop on why
19:06you do what you do. Is it the attitude
19:08or or
19:08that we could talk about for the rest
19:09of our lives. Okay, okay, ready. That,
19:12but one way or another, you do what you
19:14do, I firmly believe,
19:15for your own reasons.
19:16For your own reasons. And it's for your
19:18personal goals.
19:19That is the engine. That's why I always
19:22say, hashtag one more call.
19:24Uh-huh.
19:25Why make that call on Friday at 5:00 PM
19:27just to be told no and fall into
19:29frustration? But maybe that call could
19:32change your life.
19:33Okay.
19:34It's as simple as that. So, the reason
19:36you did it is for your personal goals,
19:38because you work better for your own
19:39reasons than for anyone else's.
19:41Understood? Which is also part of the
19:43attitude, right? Having personal ones.
19:45Sure.
19:46What comes after attitude? What is the
19:47other tip of the triangle? Well, now,
19:52attitude is extremely important
19:54regarding how one approaches the market
19:56, giving 120%commitment, but words are
19:59just wind. I mean, I totally agree and
20:05I am very pro, uh,
20:08affirmations,
20:09affirmations, working, being mentally
20:11strong, but your actions speak louder
20:13than your words. I will repeat: your
20:16actions speak louder than your words.
20:18So, the second pillar of the Sandler
20:20sales methodology, because you aren't
20:22going to sell double if you woke up one
20:24day and said, "I'm good, I'm good, I'm
20:25good, I'm good, I love it, I love it, I
20:27love it, and I'm the best."
20:29And you stayed in bed.
20:30Right.
20:31So, the second pillar is behavior. What
20:35is behavior? It is an action. It is an
20:39action. So, in Sandler, we define a
20:43recipe for success,
20:46what is the recipe? It defines which
20:49activities you are going to do daily to
20:51achieve your goals, and that transforms
20:53into a strategic prospecting plan.
20:56Mm. Perfect. Great. How? Tell us a
21:01little more about the recipe, how you
21:03calculate it, and its relationship with
21:05the prospecting plan.
21:07Well, everything starts again with
21:08everything. I always say the romantic
21:11part is to define your goals. Yes,
21:12because that is number one. Define what
21:15you want to earn, how much you want to
21:17earn, etc. So, if you want to close 10
21:19sales, yes,
21:21I have to understand which activities
21:22will lead me to those 10 sales. And I
21:26always work with a one-to-10 ratio, yes
21:28,
21:29nine, nine out of 10 people will tell
21:31you no.
21:34Regardless of having better techniques
21:36and a better closing rate, I always
21:37calculate it that way too. not 10%, but
21:42I calculate it that way to always be
21:44covered.
21:44to have some of that now.
21:46Exactly. So, uh, I have the amount now.
21:52Now I have to understand which are
21:53those prospecting activities because
21:55it's not just the calls. Mm,
21:57sure.
21:58And you know well that there is active
22:00and passive prospecting, right? Uh, to
22:04generate leads, but in sales, one of
22:06the recipes is calls, it's the number
22:08of meetings, it's the amount of
22:10follow-ups, because in follow-up lies
22:12the key. I always say this magic phrase
22:16that the magic is in the follow-up,
22:1967%of the sale is lost due to poor
22:21follow-up.
22:22Sure.
22:23100%.
22:24Totally. What's more, it happened to me
22:27very recently that I, unfortunately,
22:29had to drop a deal, yes, I didn't have
22:31the time, I was traveling, etc., and I
22:33said no to the client because they
22:35didn't want to be flexible. Uh, and I
22:40sent them a video follow-up and said, "
22:42Look, honestly, my apologies, I would
22:44love to work with you, this time it
22:46couldn't be, but I hope in the future
22:48it can."
22:49M
22:51and they reply, "Call me now.""I called
22:54them and closed the deal because they
22:55became flexible.
22:56Ah, they changed the date.
22:58Exactly. So, what I'm telling you is
23:00that the key is in the follow-up. Yes.
23:03Now, uh, with follow-up you have to be
23:05very clear, and this is one of the
23:07Sandler rules that I like most, which
23:09is Sandler rule 31,
23:12close the sale or close the file,
23:14whether they say yes, all good and we
23:16celebrate, it's spectacular, but there
23:18must also be a cycle in follow-up,
23:20because chasing a person who was never
23:22going to buy from you means you're
23:24wasting twice the time.
23:27Sure.
23:27Yes. Chasing a person who was never
23:29going to buy from you, when you should
23:30be with a person who actually will buy.
23:32Sure.
23:33So, we have to close the sale or close
23:35the file. However, when I talk about
23:39closing the file, it doesn't mean I'll
23:41never talk to you again in my life, but
23:43rather that during the month of X, I
23:45won't keep calling you, I'll close the
23:46file and open new opportunities. And
23:52there are different prospecting
23:54activities, it's mailing, it's LinkedIn
23:56, it's webinars, it's going to trade
23:58shows, going to masterminds, also
24:00networking, which is so important. So
24:04define what those activities are and
24:06set a daily goal for them. And I think
24:11that's where a lot, a lot of
24:12salespeople fail, because I often come
24:14across many salespeople who tell me,"
24:16Andrés, I'm going to prospect as much
24:18as I can. "" And I'm like, "No, don't
24:23do that because that's conditioning
24:24your attitude.""Okay."
24:30So, there is a Sander rule that says
24:32it's not how you feel that determines
24:33how you act, but rather it's how you
24:35act that determines how you feel. So,
24:40if you were going to prospect and a
24:42client rejected you, which happens, we
24:44have to live with that often. Exactly.
24:48If a client says, "No, you know what?"
24:50and doesn't treat you well because they
24:52woke up on the wrong side of the bed,
24:53it's all good. "Yeah, you feel bad."
24:57You feel bad. It doesn't add up to zero
24:59. Yeah. Now, there is an epic phrase,
25:02uh, the 714 from my classes, that says,
25:08"Don't let anyone enter your castle of
25:10emotions."
25:12Sure.
25:14But for that, you have to have a plan.
25:16People really don't have a plan. All my
25:18clients want closing techniques. Pupkin
25:20, I want closing techniques. Closing
25:22techniques. And when I tell them, "Yes,
25:25we'll look at closing techniques, but
25:27first I want to review your strategic
25:28prospecting plan, which is the behavior
25:30associated with selling." Define what
25:34those activities are that will lead you
25:36to your success.
25:39You personally, at this point in your
25:40life, what are your three favorite
25:42prospecting routes?
25:45I've been in the field for 16 years, so
25:47I really, really, really like selling
25:50through referrals. Okay.
25:53Referrals are the bomb, gold,
25:55gold. And what is your line for asking
25:57for referrals?
25:58Well, I have several techniques, in any
26:00case, but there is one technique that I
26:02think very few people use anymore. And
26:06this can be in the corporate world or
26:08entrepreneurship; it can always be
26:10applied, and it's when you finish, or
26:11are in the middle of a service you're
26:13providing to someone, you send them a
26:15satisfaction survey.
26:17Yes. And in the satisfaction survey,
26:20besides it helping you know what you
26:21have to do more, better, and
26:23differently—which are the three
26:24excellence questions: what do I have to
26:26do more, better, and differently—
26:28feedback is the breakfast of champions.
26:31Right there I also ask for a referral.
26:32And they give them to you.
26:33And they give them to me.
26:35in the survey.
26:35In the survey. Regardless of the
26:39meetings I ask for, there’s this rule
26:41that says, uh, 20-60-20. Yes, there are
26:4620 percent of people in the world who
26:48won't give you a referral, and that's
26:50okay. Maybe they had a bad experience,
26:52you didn't connect with them, it's fine
26:54, nothing happens. There’s another 20
26:56%of people out there who give you a
26:58referral because God is great, has that
26:59happened to you? No, when they give you
27:02you could call this person, and you're
27:04like, thanks.
27:05For love.
27:05For love. And there is a 60%of people
27:08who will give you a referral if and
27:10only if you ask them.
27:12So it’s, uh, for example, in my
27:14recipe for success, I have, uh, my goal
27:17is to ask for four referrals daily.
27:21Four a day.
27:22Four a day. But pay attention, it can
27:25be, again, through a survey, via
27:27LinkedIn, or WhatsApp. You see which
27:31way works, but you must take the action
27:33.
27:34That's a good one. Very good. Very good
27:36.
27:36100%.
27:37Referrals is one. What else?
27:39Referrals, one. The second one that
27:42helps me a lot is also social media.
27:45Yes. And on social media, it’s about
27:48personal branding. I believe personal
27:50branding is key today. Being on
27:53LinkedIn means being a reference. Why?
27:55Because you have more exposure there.
27:58Yes. I was telling you this morning
28:00that someone just wrote to me wanting
28:02to connect through social media.
28:03Through social media. Exactly. Exactly.
28:08And the third one, and not least, I
28:10think I don't like it anymore, but
28:12nobody likes it, which are the dreaded
28:14calls.
28:16Sure.
28:16Yes. Uh, I don’t think it will ever
28:19die. Cold calling, the call, if you
28:21really want to connect with someone,
28:23you have to call them. Yes,
28:26you have to call them at some point.
28:30You have to move past all this social
28:31media stuff where the person is so far
28:33from you, and actually talk to the
28:35person. Let’s get back to basics.
28:39People talk to people. It just occurred
28:42to me, it came to mind because some
28:44clients tell me, "Andres, but this
28:46generation of centennials doesn't want
28:48to talk." Yes, I agree they use more
28:53than one means of communication.
28:56Sure,
28:57it’s all good, but when you have a
28:59pain point, you have a problem, you
29:01don’t just send an email to a person.
29:05No, they are going to talk anyway. So,
29:07the phone is very important.
29:09Agreed. Very good. Great, I love it.
29:13Well, Andrés, we've talked a lot about
29:15prospecting, about behavior, and how
29:17you measure behavior in daily life. I
29:22believe there are many things one can
29:24do to be successful in life as well,
29:26because our work self and our daily
29:28life self are not separate; rather, one
29:30drives the professional, and we said
29:32that at the beginning. So, how do you
29:36measure behavior? Well, measurement is
29:41key. Yes, what is not measured is not
29:43improved. And I heard a great one the
29:45other day: what is not measured doesn't
29:47scare you.
29:47Yes.
29:49Uh, so I was telling Dan that, well, I
29:52retired from nightlife like, I don't
29:54know, two years ago; I used to love
29:56partying, yes, a lot. Uh, and now I've
30:02dedicated myself to the gym, a
30:04healthier way, yes, I eat healthy, all
30:07my proteins, etc. And I’ve now gone
30:0962 weeks where I go to the gym five
30:11times a week, every week.
30:16That’s crazy. It is crazy because
30:20I’m traveling and I manage it because
30:22it’s already part of my habits and I
30:24want to keep it, and besides, you kind
30:27of lock in, you get into a mindset, and
30:29there are ultimately few people who
30:31maintain that discipline. Uh, I think
30:35this has to do with a matter of
30:37responsibility, which is doing what you
30:39committed to doing. So you set a
30:41success goal and you have to keep
30:42measuring it. So for me, for example,
30:45at work, I have an app I love and I
30:48track my progress and I don't fail. The
30:50truth is, I don't fail. And, mind you,
30:53how else can you measure it? The other
30:55day—I always say "the other day," it
30:57was years ago actually—I was at a
30:59Sandler conference and we were talking
31:01about the success recipe.
31:03And generally in Sandler, when we talk
31:05about the success recipe, it’s calls,
31:07follow-ups, meetings. Yes. And suddenly
31:12I see a success recipe from a guy from
31:14the US that said, uh, go hiking. And I
31:20was like, what’s up with that? What
31:22is this? Why is this here with the
31:24calls and follow-ups? Yes, he told me,
31:27"Andrés, it's just that I also measure
31:29what makes me happy." And I thought, my
31:35God, that is totally true. Yes, because
31:38, one, for example, I don't know, maybe
31:40you like playing padel or maybe going
31:43hiking or whatever,
31:44Right? Or maybe go partying, that's all
31:47fine, but the daily grind consumes you.
31:49And the last time you went to karaoke,
31:51which you love doing, was 4 months ago.
31:53Sure.
31:55So I think measurement is key there.
31:58Great.
31:59You know, while you were talking about
32:00behavior? I think a lot about our
32:04students because many people, and you
32:05said it yourself, many people come to
32:07us—it happens to us and it happens to
32:09you—looking for the technique,
32:11looking for the magic pill, that thing
32:13that will close the deal for me. But
32:18one of the big changes we’ve made to
32:19the program we have today
32:22Uh-huh.
32:23Is a question; when I add things to
32:25that program, I ask myself: where do
32:27the students fall short? Where do
32:31students break their word to themselves
32:32? Where? In their schedule, in what
32:37activity—is it the activity that "I'd
32:38better do it on Friday,""I'd better do
32:40it whenever,"—where are they breaking
32:42their word? And I think that’s
32:46something we sometimes underestimate in
32:47the formula for results. I mean, you
32:51have results, right? Fine, you studied
32:55Sandler, you know the technique, uh...
32:56you exercise, everything, I don't know
32:58what, but where you fall short is that
33:00you don't prospect, you don't measure
33:02yourself, you say you're doing
33:04everything, but if you analyze your
33:06schedule, you're really not doing it
33:08all. And precisely, we have a part that
33:13we've talked about a lot on the podcast
33:15, which is the sacred hour of
33:16prospecting with the students, because
33:18we know that's where people fall short.
33:25People show up with their contacts,
33:27cameras on, uh, microphones off; nobody
33:29listens to anyone else’s call, but in
33:31the end, everyone reports what
33:32appointments they got and everyone
33:34arrives. And it's exactly that: I mean,
33:39what we do, yes, obviously we teach the
33:42technique, but in the AI era, the magic
33:44is in where you fall short and
33:45reminding yourself of it, because
33:47that’s where the magic is. If you do
33:51the exercise, which is spectacular, 62
33:53weeks, you’re aware that’s more
33:55than a year.
33:56But if you don't
33:56it's a year and a month, no way. I mean
33:59, it's more than a month. I mean, it's
34:01intense. But why didn't you let
34:03yourself down? And that is a question.
34:05Why didn't you let yourself down? I
34:09think I had the mindset to achieve this
34:11change in my life.
34:13You were convinced
34:14and you return to what you had already
34:16said. I mean, everything is connected,
34:18right?
34:19That's intense. How cool.
34:22Let's get into technique. We're ready.
34:26Now we go step by step. We’ve talked
34:30about attitude, mindset, we’ve talked
34:32about the behavior needed, prospecting
34:34and then, okay, getting the appointment
34:36. Exactly.
34:39What's next?
34:40Good. Before we start the meeting, note
34:44that the whole mission of prospecting
34:45is to get an appointment. That's how it
34:48is. So, if someone is super
34:50enthusiastic about your product or
34:51service, you stop them and say, "How
34:53about we have a conversation?" Yes.
34:57Uh, and here we go into the Sandler
34:59sales system. One of the most important
35:03things for achieving goals is having a
35:04system, whatever it may be. Yes, we are
35:08with Sandler, but all other systems are
35:10also good.
35:11Keep that in mind.
35:13It's all good. I’ve been with Sandler
35:15for 16 years. I am passionate about
35:17Sandler. I think it’s the best. Yes,
35:19but that's a biased recommendation.
35:21Sure.
35:23But, uh, in a system, what what does a
35:25system achieve? The idea is for you to
35:28be efficient and effective. Yeah, no, I
35:30don't like those words because it's
35:32like everything was efficient and
35:33effective, but effective is that you
35:35achieved the sale. But being efficient
35:38is that you achieved that sale without
35:40wasting time, money, effort, and now
35:41that I’m older, I added a fourth one
35:43which is energy.
35:45Right,
35:46I can't be wasting energy. So, the
35:48Sandler sales system is divided into
35:50three major macro-processes. The first
35:54is the relationship, because we are in
35:56consultative selling. Yes, but I always
35:59say that before consultative selling,
36:01we are in relational selling. So,
36:05everything starts with the relationship
36:07, then comes the qualification of the
36:09opportunity, and finally the closing of
36:11the sale. Those are the three great
36:14macro-processes. And one of the big
36:19differences, and I always say that many
36:21salespeople have a problem, uh, that is
36:23called presentation, uh, uh, where you
36:25vomit the presentation.
36:29Sure.
36:30Yes. Uh, of your product or service,
36:33because you want to help the prospect
36:35and that's all fine, but you have to
36:37calm the sales anxiety because the
36:38person must qualify first. That is the
36:42mindset. So it’s relationship,
36:44qualification, and closing.
36:46Premature presentation syndrome. There
36:48it was. That was, that was the word I
36:50was looking for. Premature presentation
36:53syndrome,
36:53which is when they arrive and
36:55immediately want to present. They vomit
36:56everything on you. Yes, because they
36:58have this sort of anxiety to help. I
37:01understand it, because if there is a
37:03client with a problem and you can help
37:05them, the vendor immediately helps them
37:07just because they said, "Hi, I'm
37:08interested." But we really don't know
37:12if they qualify, if they have the need,
37:13if they have the budget, if they are
37:15the decision-maker, and all of that.
37:17You are wasting your time, effort,
37:20expertise, and energy.
37:21Great.
37:22Sure, 100%. And so let's start with
37:25that first stage, which is the
37:26relationship. How do we start the
37:29relationship?
37:30The number one mission of a
37:31professional salesperson is to create a
37:35comfortable and pleasant environment to
37:36do business. That's it. And that's
37:39where many people who are selling fail
37:41a lot, because if you call a person who
37:43isn't Sandler-trained, yes, Dan. And
37:48they are a salesperson, they don't know
37:50anything about Sandler, and you ask
37:52them, "Hey, I wanted to ask you, as a
37:53professional salesperson, what is your
37:55number one mission in life as a seller?
37:57" What is the most likely thing they
38:00will tell you?
38:00Well, to close, to sell.
38:02To close, to sell. And people love to
38:04buy, but they hate being sold to. There
38:07is the first mistake. So, I remember
38:12once I was with a salesperson I was
38:14shadowing, and they got to the meeting
38:16and started selling immediately, and I
38:18saw how the prospect was putting up a
38:20wall. It's like, no, no, no, no, I
38:26don't want to because it's too invasive
38:28.
38:29So we have to understand that the first
38:31thing we must do is build a
38:32relationship. Yes, we are, I always say
38:35that we have to earn relationship
38:37points. Relationship points. And here
38:40is a technique that I love, that
38:42doesn't fail. These are techniques,
38:43we're not, this is the meat and
38:45potatoes. Yes, of course.
38:47It's a technique called PPF,
38:50past, present, future. It's for opening
38:53conversations. Why? Because people love
38:56to talk about themselves. All you have
38:58to do, boom, is wind them up. You say,
39:00"Hey, Tere, I wanted to ask you, today,
39:02before this venture, what were you
39:03doing?" Me, me, me, me, me, me. And
39:06there you can grab onto similar
39:08interests.
39:09Yes. You can say, "No, I used to live
39:11in Monterrey. I went to Monterrey and I
39:14was also at the, what's it called?" The
39:16, the Cerro de la Silla. "The Cerro de
39:18la Silla." Boom. There we have an
39:20immediate connection.
39:22Then, uh, tell me about what you're
39:23doing now or where you see yourself in
39:25a year. So this technique is really
39:28impressive. Sure, wonderful.
39:32They say the voice a human likes most
39:33is their own.
39:34Exactly.
39:35It’s something like that, right?
39:37And so now I get along great with the
39:39prospect. We are in this incredible
39:42dance. They're making love, what's next
39:46?
39:47You went way too far already. But there
39:50is love in the air, huh? There's a
39:52spark. Explain how you sell, man. What
39:56is happening right now?
39:58No, I mean, there’s a spark, like,
40:00we’re hitting it off.
40:03You guys were the ones who went too far
40:05, I mean, note that you are men, I mean
40:06.
40:07In the comments, who went further?
40:09Uh, well, there’s this spark, right?
40:12There’s this connection called
40:14rapport, it's a French word for
40:15connection, yes. Uh, then comes
40:18something invaluable from the Sandler
40:19selling system, which is the upfront
40:21contract, the rules of the game. And as
40:24for the rules of the game, one as a
40:26professional salesperson must go in
40:27with a clear and well-defined objective
40:29of what this meeting is for. So, I
40:33always tell my students that you will
40:35make more money from the amount of
40:36information you obtain than what you
40:38provide. So, this is where I maintain
40:43Equal Business Status and set the
40:45ground rules, saying, "What is going to
40:47happen? What is going to happen after
40:50this meeting?" And something very
40:52important is to ask for permission to
40:54ask
40:55in order to obtain more information. We
40:57will make more money from the amount of
40:59information we obtain than what we
41:01provide.
41:02Perfect. What is your exact phrase to
41:04ask for permission to ask questions?
41:07Look, the simplest one. Right, this is
41:09this is the minimum viable product. Yes
41:12,
41:12which is when I say, "Dan, to
41:13understand if I can help you, can I ask
41:15you some questions?""Can I?"
41:17And that's it.
41:18Done. Now, if you want to win an Oscar,
41:20that's fine too.
41:21Sure, "Dan, look, to really understand
41:23if we are the company that can add
41:25value and better understand your
41:27business, I would love to ask you some
41:28questions.""I don't know if that's okay
41:30with you."
41:30Perfect.
41:31I earned one there. No, but that's fine
41:33, but the important thing is
41:35and it was great
41:36with the minimum product. Wait.
41:39conversational felt like friends, like
41:42exactly. It's conversational,
41:44consultative selling is a
41:45conversational sale. I always say that
41:49selling is a communication process
41:50between two people where you want
41:52something and they want something.
41:55Right. Perfect. We already talked about
41:57the relationship.
41:58Uh-huh.
41:58Let's talk about qualification.
42:03Qualification is one of the most
42:05important things in the Sandler selling
42:06system, because if you don't qualify,
42:08you are wasting your time. So, the
42:13qualification step has three stages.
42:16The first is the client's pain. And why
42:19does Sandler define it as pain? And
42:21that's why Sandler became so famous,
42:23it's because he understood that people
42:25buy emotionally and justify it
42:27intellectually. So here is a tip for
42:30you. The problem you thought was the
42:32problem is no longer the problem.
42:34Hm.
42:36That is why we have to dig deeper. And
42:40there again, attitude and behavior
42:41topics are key because I have to have
42:43in-depth conversations with my
42:44prospects and that's when I also trip
42:46up too. Mind you,
42:51I had a terrible thing happen to me the
42:53other day when I went to train in Peru
42:55and I just happened to have an opening
42:56and a call fell from the sky. Yeah, I
43:01just had a gap in my whole schedule
43:02that was just terrible and there was a
43:04space there and someone calls me and
43:06says, "Hey, Andrés, look, you were
43:08recommended for your course and so on."
43:10"So I said, 'Well, maybe I can do some
43:12coaching.'""And I was kind of tired and
43:15it was one person and I don't do that
43:17because I do training for large groups,
43:19and I said, well, if I'm already there,
43:21maybe I'll do some coaching." I said to
43:24him, "Yes, look, I can coach you and it
43:26costs this much," and he never answered
43:28me again because I didn't understand
43:31anything either.
43:33So I have to understand it either.
43:35And neither did he.
43:37Premature presentation syndrome.
43:39Exactly, exactly. Imagine that, 16
43:41years later and I'm still making those
43:43mistakes too. But that is why many
43:45salespeople don't really understand
43:47this superficial problem, these
43:49business reasons, and what the personal
43:51impact is. Right.
43:52So, pain is key. When there is pain,
43:55there is a sale.
43:56Right.
43:56Great. Very good. What follows pain?
43:59Next, the second stage of the
44:01qualification step is the budget. No
44:03money, no business. Period. There is a
44:08great Sandler quote that says, and
44:10everyone listening should tattoo this
44:12on themselves or memorize it: not all
44:13prospects will become clients.
44:18Word. Amen.
44:19Amen. So, uh, after, mind you, mind you
44:22, let's understand where we are in the
44:24sales process: you built the rapport,
44:27you set the ground rules, you
44:28understood the pain, right? Because if
44:30there is no pain, the file is closed.
44:32Sure.
44:33Yes. But there is already enough pain.
44:36Then we have to talk about budget, and
44:38regarding budget, you have to ask if
44:40they have any budget available for this
44:42project. Without fear, without
44:46hesitation, because we must learn to
44:48talk about money before making our
44:50presentation. I have a story about that
44:53; I go on tours, right? Through Chile,
44:56so I do like seven cities in 10 days,
44:58it’s madness. And I took a meeting. I
45:00was super tired and I took a meeting,
45:03uh, and trust, understanding; there was
45:05love in the air. I was doing well, I
45:08did my upfront contract, then I
45:10understood the pain. There were a bunch
45:13of people, a giant tech company, 45
45:15people, and I asked if they had a
45:18budget and they said: "We have X." Yes.
45:23And that was a tenth, yes, of what the
45:25workshop actually cost.
45:28Nothing.
45:29So, when they told me that, my camera
45:32went out of focus. Like, I made a face
45:35of, like, disdain. I had been talking
45:39for an hour and they tell me they had X
45:41, which was a tenth. So, like, I got
45:44angry because I was
45:46you wasted my time for
45:47something like that. I didn't tell them
45:49that, but my face said it.
45:50Yes, yes, yes. You didn't say anything,
45:53but your face said it.
45:54But I told them, I told them because I
45:55was still kind of angry. So I said, "Uh
45:57, look, I think," I said, "Look, I
45:59think the truth is that Sandler might
46:01not be for you. Sandler is not for
46:04everyone. Ooh.
46:06So I said," No, because look, generally
46:08companies invest X amount. "" Yes. "
46:11Then they look at me and say," Yes, I
46:13mean, I understand. "I was saying per
46:16person, and I was like, oh my God, the
46:18sale fell apart in that second. Because
46:23the question was, is it per person or
46:24for the whole group that you're giving
46:26me that budget? It was much better.
46:28You assumed, I mean, everything
46:30everything, right? Wrong, wrong, wrong.
46:33But so, uh
46:34but with that budget you could have
46:35sold to them.
46:36Yes, the thing is that
46:37but since I had made that ugly face,
46:39well, obviously it...
46:40It’s that you don’t hide your face.
46:41I don’t think I’ve ever made a face
46:43like that at you, or at you either. But
46:44it was a face that just, no, no, no.
46:47You don’t want to do business with
46:48someone like that.
46:48Exactly. Right there, boom, trust and
46:51understanding were broken. So, it is
46:53very important to talk about money
46:55before sending a proposal.
46:57Right. Great.
46:58And well, the third point of the
47:00qualification step is the decision
47:02stage.
47:02Hm. Who? When? How? What are the two
47:06factors? It is extremely important to
47:09understand the business decision tree
47:13and to really understand who the person
47:15is that makes the decision.
47:18Of all the questions in Sandler to
47:19understand the decision? Because
47:21understanding the decision is a system
47:23in itself.
47:24Yes.
47:25Which one is super important to you? No
47:28, I mean, every sale has its, uh,
47:30questions. Of course, right? Its
47:33important and unimportant questions.
47:36You reminded me of a story, Dan,
47:39where I was listening to one of the
47:41podcasts—let’s call it a podcast,
47:43because it was actually on cassette—
47:45by David Sandler,
47:48from David Sandler himself, which
47:50besides sounding terrible,
47:52a cassette, man. I don’t know how
47:54many in our audience know what a
47:56cassette is, but oh well.
47:57Uh,
47:57look it up, ask ChatGPT.
48:01Uh, and they asked David Sandler," What
48:03is the most important question in a
48:05sales process? "At a conference like
48:08this, with 1,000 people, and David
48:10Sandler answers:" There are no
48:11important questions, there isn't one
48:13question more important than another
48:15because every sale is different, but
48:17what I will give you is that before
48:19every sales meeting you go to, you have
48:22to repeat to yourself: I am financially
48:24independent and I don’t need this
48:26business. "I am financially independent
48:29and I don’t need this business. I am
48:32financially independent and I don’t
48:34need this business. Now, we aren't
48:37exactly financially independent, and we
48:39do need the business many times, but
48:41it’s that mindset of asking those
48:43hard questions to difficult people in a
48:46gentle way. But returning to the topic
48:51of the decision, I love one which is
48:53the" when, "" when, "" when, "" when, "
48:55because it gives you a point of
48:57reference. So you ask them," When do
49:01you want to implement this solution? "
49:06Yeah, but the one I want to give you,
49:08the real meat, is when they want me to
49:10make the presentation, when they want
49:12to review the project.
49:15Okay. The proposal.
49:17The proposal is key because many times
49:19we as salespeople put more pressure on
49:20ourselves than we should.
49:22Sure,
49:22because we are going to
49:23with less pressure than
49:25with less pressure as well. But what
49:26happens is you go to a meeting and you
49:28think," Okay, I have to send everything
49:30immediately, "and maybe you didn't ask.
49:33And the person who makes the decision
49:34goes on vacation for two weeks.
49:36Exactly.
49:37And you put extra pressure on yourself.
49:41And this uh was a horror story because
49:43I learned the whole Sandler sales
49:44system the hard way. You always end up
49:48stumbling.
49:50Uh, but I was with a client, I did it
49:52perfectly, I mean, by the book. I was
49:55with a client, closed a deal, asked for
49:57a referral, got a referral, uh, I
49:59cold-called him—cold, in quotation
50:01marks. Uh, scheduled the meeting, went
50:08to the meeting—it was like a castle,
50:10the office was an impressive castle,
50:12I'm having a coffee, everything very
50:15relaxed, building rapport, then the
50:17qualification, and I didn't ask him
50:19when he wanted it. So I was caught up
50:25in other things, right? And a week went
50:28by, and suddenly I wake up and say," Uh
50:30, I didn't send him anything. No, no, I
50:33haven't done anything. I haven't done
50:35anything for this client. It was a huge
50:37deal. "So I sent him the proposal and I
50:39write to him about when we can—when
50:41we can meet to review it, etcetera. A
50:44week later he writes back," Andrés,
50:46maybe you didn't understand the
50:48timeline; we've already hired another
50:50consultant. "
50:51Ouch. And I and that's when I
50:55understood that I can't go against the
50:57flow of the sale. You have to
51:01understand when you should present it
51:02and when the prospect wants to
51:04implement your solution.
51:06Sure, 100%.
51:08Tremendous.
51:09Ready. So, we've already talked about
51:13rapport, about qualification, about
51:15determining when you need the proposal,
51:17what's next?
51:21Right. Uh, in a consultative sale, I
51:24always say there are at least two
51:26meetings. There are at least two
51:29meetings. If you can do it in the first
51:32one, that's all good, that's all fine,
51:34but generally, in a consultative sale,
51:36you prepare a specialized proposal for
51:38the client.
51:41So you make the proposal, and here I
51:43want to give you a pro tip to change
51:45how you are presenting the proposal,
51:46because the proposal has to be focused
51:48on the client. Many times, salespeople
51:53talk and talk about the history of the
51:55company or talk about the benefits of
51:57attributes, and in the last two slides,
51:59in the last two slides, are what the
52:01objectives to achieve were.
52:04Right.
52:05So that is where we just spoke about
52:07benefit versus attribute, because sales
52:09is about the client and so is the
52:11presentation.
52:13Right.
52:14So, uh, it is here in the fulfillment
52:16stage. And why is it called fulfillment
52:18? Which is kind of a strange word,
52:22because this is where the presentation
52:24of the proposal and the closing of the
52:25sale happens in the Sandler selling
52:27system. So, why didn't David name it
52:30that? Why didn't he call it
52:31presentation and closing? It would have
52:33been much easier,
52:36but he called it fulfillment because we
52:38fulfill by delivering a solution that
52:39will cover their pain at their budget
52:41level and at their decision-making
52:43level. Right. That's great. That's
52:47great.
52:49And then, you present.
52:51Uh-huh.
52:53What follows that?
52:54You present, then comes the close. Yes,
52:59we have different closing techniques,
53:01but when you do the close, then you
53:03look at the next steps, right?
53:07Implementation, etcetera. And the last
53:10one, which I love, which is like the
53:11icing on the cake in Sandler, is called
53:13the post-close step. Yes, because how
53:17many times has the deal fallen through
53:19at the very last minute? Right, people
53:21who say yes, oh, it's a done deal,
53:23we're going to start and then
53:27because even after you've closed, shook
53:29hands, yeah, told them the next steps,
53:31thanked them, it can happen that they
53:33change their mind, cancel to work with
53:35another provider or stay with their
53:36current supplier. It's happened to all
53:41of us. It's
53:43Like, the reasons are irrelevant. It's
53:45happened to all of us.
53:46Exactly. So, there is a question I love
53:48, which is the post-close step, which
53:50is when you have already closed, you
53:52ask them. Yes. Uh, I wanted to ask you,
53:56Dan, do you think anything could
53:58possibly happen to keep this deal from
53:59going through?
54:00Hm.
54:01So, many of
54:02Jack already told you yes.
54:03Since he already told me yes. So, many
54:05of my students tell me," Pupkin, now
54:07you've really gone crazy. "
54:09Right.
54:10We had always been taught that when
54:11they say yes to us, we go to the office
54:13to pray.
54:14Right.
54:14So, the big question is, is it better
54:16to see objections face-to-face or when
54:18the prospect has already left?
54:20Obviously, face-to-face.
54:22Right, clearly face-to-face. Again with
54:24that Sandler rule that says you cannot
54:26lose something you don't have.
54:29So we want to work on those final
54:31objections. It happened once that I was
54:34with an entrepreneur and we were
54:36talking. Yes, about Sandler from Ana Z.
54:39Uh, I understand he had a pain point,
54:41he had a budget, he had the decision
54:43power. I immediately gave him the pitch
54:47for an open workshop I had. Uh, we
54:50closed the deal, uh, paid for the
54:52coffee, I'm heading back, and I tell
54:53him," Hey, I wanted to ask you a
54:55question. Do you think for any reason I
54:57wouldn't see you on Tuesday in the room
54:59? "And he comes up to me and says," Hey
55:02, Bu, why are you asking me that? "I
55:07tell him:" Look, it's just that
55:08sometimes when I work with
55:10entrepreneurs who want to go from where
55:12they are to where they want to be, for
55:13some strange reason they don't do it,
55:15and I don't know if that's the case
55:17with you, "and he looks at me and does
55:19this:" Pupkin, see you on Tuesday. "
55:27Because people don't want cognitive
55:29dissonance, and generally people do
55:31what they say, and we want to handle
55:33the final objections face-to-face.
55:36Awesome, I love it.
55:37Sure.
55:38Well, folks, there you have it, man.
55:41The entire Sandler system, man. I think
55:43in a flash,
55:46the most efficient version of the
55:47entire Sandler method. We saw attitude,
55:50we saw technique, we saw behavior, we
55:53saw the complete submarine, the seven
55:55steps. Tremendous, man. Out of all this
55:58, from your 16 years of experience,
56:00what do you want to tell the audience
56:02to sign off?
56:04There are five points I talk about, I
56:05call them the Pupkinian rules. Yes. Uh,
56:09number one, control the only thing you
56:11can control, which is your behavior.
56:13Yes. The only thing we can control is
56:15our behavior.
56:16Cool.
56:17Number two, sales is all about the
56:19client. Number three, Sandler rule 31.
56:26Close the sale or close the file.
56:30Number four, calm that sales anxiety.
56:35Ask better questions.
56:37Those are them. Perfect. You said there
56:40were five.
56:41It's just calm down and ask better
56:43questions. Calm down is the fifth one.
56:47The fifth one is ask better questions.
56:49Why? Because ultimately, it's a
56:51communication process between two
56:52people. So we have to qualify every
56:55opportunity.
56:56Awesome.
56:57Awesome.
56:57If people want to connect with you,
56:59where can they follow you? Where is
57:01there more Pupkinian meat?
57:03See you on LinkedIn. Yes. As Andrés
57:05Pupkin. Also on Instagram as Andrés
57:09Pupkin, and we are always posting and
57:10happy to connect through social media.
57:13It's a podcast, isn't it?
57:15And my podcast, you're all cordially
57:17invited as well. I always recommend
57:19Sales Machine, as I'm their number one
57:21fan, but I have a podcast called The
57:23Sales Ring with Ariel Geria, who is
57:25also a pro.
57:26That’s great,
57:26so great.
57:27So, thank you very much.
57:29Wonderful.
57:30We’ve got it,
57:30guys. Let’s talk next time.
57:34Hugs.

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