The Sandler Rules by David Mattson - Book Summary

Read Deepak’s latest notes from “The Sandler Rules by David Mattson”

The Sandler Rules by David Mattson Click this link to purchase from Audible The Sandler Rules by David Mattson Deepak Shukla’s Notes The Sandler Rules by David Mattson: Hey guys, I finished reading this book on the 10th of January 2021. Here’s a synopsis of the book I grabbed from Amazon: “Here's a mystery. We have a common language and a common process for every single department in the organization...except sales. Everyone in accounting talks the same language. In marketing, there's a very analytical process by which team members agree to measure the results. In operations, engineering, or any other part of the organization you care to name, everyone agrees on the process by which the work gets done, and everyone agrees on the key terms that connect to that process. Yet sales, for some reason, typically don't have a consistent process that managers and employees can understand and agree to follow. In fact on most sales teams, salespeople tend to resist any attempt to establish a consistent process for the team as a whole...and managers tend to let them! Why?” And here are the actual notes I took whilst I was listening to this on Audible:
  1. The salesperson shouldn't look for nourishment or approval from the sales prospect
  2. Not should they get upset if things aren't going their way
1. Your competitors are closing in on you 2. Keep taking risks that will help you grow even if you fail
  1. Adapt to the style that your prospect Desires
  1. You don't try to love someone
  2. You don't try to arrange a meeting
  3. So when prospect says try to ask them what they mean and push for a firm answer
1. I did this once before and my commission ended up getting cut
  1. And need a map for the sales team
  1. If someone lies doesn't tell the truth etc it's your fault
  1. According to a study of law school graduates
  2. The optimism to income curve is massive
  3. Study used the 5 point optimism scale
  1. Act like you don't really need the money
  2. When they say 'Deepak why should I buy from you?' maybe you shouldn't John…
  3. Then continue with your presentation
  1. When they say ok you say I've shown you everything we got and it's clear this is still not working for you but how do I tell you that if you pick an alternative provider you're going to struggle with X Y and Z and you'll be making a mistake and hurt your bottom line
  2. Walk them through the overall concepts a
  1. Need to confirm everything to qualify what they say
  1. Subtly make them aware that you're going above and beyond when they ask you for something
  1. Qualify good fit as fast as possible!
  1. Customer demands something always say 'Im sorry X happened I want to make this right"
  2. It sounds like if I don't do this I'm going to lose you as a customer is that a fair statement?
  1. What made you decide SEO is the best approach for you?
  2. What made you decide to work with a team of experts rather than looking to bring one person in internally?
  3. What does your ideal agency relationship look like in terms of communication, reporting and anything that could be called the 'feel good stuff'
  4. Results aside - what would our relationship need to fulfill upon to keep us working together in a year?
  1. Potentially never do prelim work beyond standard proposal
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  1. Ideally only shown when client asks for proposal
  2. Key focus is on understanding what prospect is looking for first then can adjust material you send over
  1. What worked?
  2. What did they buy on?
  3. Ask them so you can understand how to replicate it!
  1. I'm sensing some questions you have or concerns - is it ok if you shared them with me?
  2. If it's going badly then raise it to understand the issues
  1. This should make uncomfortable you feel
  2. Answer a question with a question
  3. 'Your competition is more expensive than you! Say nothing - Then wait and see what he says
  4. Think about doctors. They ask questions and then wait
  5. It's important to ask dumb questions
  1. Don't ask for the sale?
  2. Otherwise you become needy
  1. Typically when I speak to Media owners the typical challenges they want to resolve are cashflow and having the ability to generate an income to pay bills invest in marketing and pay their team
  2. Does this sound like a challenge within your business or are there different challenges you have in mind?
  3. If I was to ask you about your top 3 expectations from an SEO partner what would they be?
  1. But will never lose a sale by listening too much
  1. When client throws objections or stalls
  1. How much experience with X do you have?
  2. That's a very good question and you're asking because?
  3. As you need to understand their specific ask!
  1. Or if they can lead you to more prospects
  1. Building shitty links
  2. We can manage almost all on page changes
  3. We report weekly
  4. We have massive transparency as to our day to day activities
  1. Phrases like 'if you're wondering…
  2. Don't put words in their mouth let prospect lead the questions
  1. Let me recap what we discussed to make sure we're all on the same page…
  2. Does anyone have anything to add or did I miss anything?
  3. This is important to reduce ambiguity between what you think was said and what was actually said
  1. Real you versus role you (you as a person and you in a role)