Whether you’re selling hypoallergenic moisturizer or an e-bike with GPS features, your products offer customers useful benefits that address a particular need or pain point. When you build your sales and marketing strategy, you can focus on customer pain points to naturally highlight how your offerings are a good fit.
This style of selling is what the Sandler Selling System is all about. In 1967, educator and business coach David H. Sandler developed the system as a seven-step sales strategy focused on building rapport with your prospects through collaborative and consultative interactions. The seven steps of the Sandler Selling System include:
1. Bonding and rapport
2. Upfront contracts
3. Pain Funnel
4. Budget
5. Decision
6. Fulfillment
7. Post-sell
The third step of the Sandler Selling System, the Pain Funnel, is where you get to the heart of your prospect’s pain points. You can even use the Pain Funnel outside the context of the system to better understand your customers and improve your sales process.
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