Sandler Rule #48: Sell today, educate tomorrow

The "Sell Today, Educate Tomorrow" rule highlights the distinct roles of sales, marketing, and customer success in the buyer's journey. In sales, your primary focus is to close the deal by addressing the buyer's immediate needs and concerns. Unlike marketing, where you can freely share educational content and industry insights, or customer success, where you guide users on product utilization, sales presentations must be concise and targeted. They should only include information that directly relates to the buyer's problem, investment criteria, and how your solution stands out from the competition. Engaging in meaningful conversations and asking insightful questions is key to this process. Remember, while education is essential, the priority during a sales interaction is to facilitate a decision that aligns with the buyer's expectations. This philosophy is foundational to Sandler's approach, encouraging sales professionals to think differently and prioritize effective selling over the desire to be liked. Mastering this balance is what separates a novice from a Sandler ninja—someone who seamlessly integrates these principles into their sales strategy without even realizing it.

Discuss this rule with your sales team and explore how you can implement it in your sales process. And don’t forget to subscribe to Sandler on YouTube for more insights, weekly tips, and to engage with our community. We look forward to seeing you there!


Get the unique Sandler Rules book at learn.sandler.com/lmt/clmsCatalogDetails.prMain?in…