This book based on the Sandler Sales System created by David Sandler back in the late sixties and seventies and presents "49 timeless selling principles and how to apply them."
It is written by David Mattson, CEO and partner at Sandler Systems, Inc. and if you are not familiar with the Sandler name, it has become one of the best established sales training franchises throughout the world.
The Sandler Selling System® is different from many selling approaches since it de-emphasises the closing stage and puts the emphasis on qualifying (giving the buyer permission to say NO early in the process) and on digging deep into the pain of the problem the prospective customer wishes to solve.
I know some people who feel the approach is disguised manipulation but that charge can be levied at a lot of sales and marketing techniques since they all want the buyer's money.
I bought "The Sandler Rules" because of the great reviews on Amazon.com but having read the book, I fear that it is another example of vested interests giving a biased impression of the book.
Part of my problem is that I think you need to understand the Sandler Selling System® to appreciate the book but it is not described here. While I have some issues with it, I do recommend that you check it out by either:
- Reading David Sandler's book "You Can't Teach a Kid to Ride a Bike at a Seminar : The Sandler Sales Institute's 7-Step System for Successful Selling" (affiliate link to Amazon.com)
- Listening to David Sandler in the Nightingale Conant audio program Close The Deal (affiliate link)
- Contacting a local Sandler representative. In the UK they run regular half day seminars as part of their lead generation and conversion process and I have assumed that the same system is used elsewhere.
Returning back to "The Sandler Rules", each rule has a two or three page explanation together with a chance to test your understanding (with the answers irritatingly written in very small print against a shaded background and upside down.
There is also a brief guide to the behaviour you need WHICH IS WRITTEN IN CAPITAL LETTERS AND THEREFORE DIFFICULT TO READ.
Rant over.
Review Rating For The Sandler Rules
The Sandler Rules does make some good points and after the first 10 to 15 rules, I was expecting a review rating of 4.5 stars, then it dropped to 4 stars and finally to 3.5 stars so I have the impression that it starts strongly and finishes weakly.
The cynic in me says that's OK because it is well known that most business books that are bought and started are never finished.
I was disappointed but I do like a lot of the Sandler System.
One of the things I like is the fall back. Traditional sales approaches teach you how to keep battering down any objections the customer dares to come up with but the problem is that you can meet force with force. The stronger you resist your buyer's resistance, the more they will resist.
The Sandler system challenges the buyer to keep you in the game and as a counter-intuitive approach, I think it's very insightful.
What others say about The Sandler RulesOver at Amazon, The Sandler Rules has been reviewed 25 times at the time of writing, 24 of which are at the five star level. The other is two stars and casts doubt on the independence of many of the other reviewers.
I agree and feel that the reviews are from people already indoctrinated in the Sandler system, either as coaches or clients.
If you are familiar with the system, then read The Sandler Rules since it is a short, handy refresher and it's available from Amazon.com and Amazon.co.uk (both are affiliate links)
If you want to know more about Sandler, start with the resources that I mentioned above.
If you are looking for a general book to help improve your sales, I really liked another Sandler offshoot that is less embedded in the Sandler System - Close The Deal by Sam Deep and Lyle Sussman (link takes you to my review).
What Do You Think About The Sandler Rules?If you have read The Sandler Rules, what do you think?
Am I being too harsh?
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