How to Sell the Right Way (Hint: Your Clients Will LOVE You!)

by Pat Hammond on Wednesday, March 21, 2018

Image from Philippe Ramakers on

When was the last time you looked at your calendar and said "Wow! I get to make sales calls today"?

I always say that the number one complaint I hear from small business owners is that they hate networking, but the underlying cause of their disdain is the fact they really hate the idea of sales.

Between the old cliche about the slimy used car salesperson and the real fear of rejection, it's no surprise that the average small business owner has a hard time warming up to the idea they have to actively go out and make a sale.

But what if I told you that your idea of what makes a good salesperson is all wrong?

What if I said a good salesperson:

  • Leads with conversations instead of pitches
  • Asks questions and listens to answers
  • Understands the value of building relationships that will open the door to new conversations and referrals

No, I'm not crazy.

In fact, I've found a local resource that can help you let go of your fear mindset and embrace a proven professional sales technique that will make selling as easy as having a cup of coffee.

I recently had the opportunity to attend a free workshop from Sandler Training called "Wimp Junction: Which Way Will You Go?" and I was very impressed by not only the Sandler System but by how much information they were giving away for free.

In case you're not familiar with Sandler Training, they are a national franchise of corporate training specialists. Their primary focus is sales and according to their information packet "Sandler Training champions honest, no-nonsense consultative sales and management techniques."

Led by franchise owner Kevin Hallenbeck, the two-hour training was an overview of the 7-step Sandler sales process called the Sandler Submarine.


The Sandler Submarine is a sales strategy that emphasizes qualifying prospects by building rapport, asking questions, and listening to the answers before you open up a sample case or power up a slide deck.

Using real-world examples Hallenbeck explained the hows and whys of what makes the system work and showed us how easily any person, no matter how much they hate the idea of doing sales, can feel comfortable with the process.

More importantly, when you use the Sandler process your prospects will love working with you because they know you will listen to what they are saying, never waste their time and aren't going to try to sell them something they don't want.

This stuff is business gold and they're giving it away for free.

Obviously, the workshop is a marketing vehicle to attract potential clients and share information about how Sandler can help your business, but there were no sales pitches and very little mention about Sandler's paid training programs other than an oblique suggestion that anyone who was interested should circle the "yes" on the questionnaire.

If you're wondering about Sandler's paid services, they offer coaching and training programs for sales, sales management, and leadership. They have standard programs suitable for anyone as well as custom programs for corporate clients. Training can be in-person, on-site, or virtual and can be tailored to almost any product or service, whether you are a one-person shop or a Fortune 500 company.

Don't be overwhelmed or put off because you think your business is too small or doesn't sell the right product. Hallenbeck says many of their clients are small contractors and people who never thought they'd have to do sales when they quit their corporate jobs.

The bottom line here is that no business can survive without sales, but the sales process does not have to be an agonizing experience for you or your potential customers.

If you feel like your sales could be improved with coaching and a proven sales process, give Sandler Training a call. They run regular free workshops throughout the year and I'm pretty sure they'll be more than happy to sit down and have a conversation with you.


For more information about Sandler Training, including upcoming events and training programs, you can find them on LinkedIn and Facebook, or visit their website

NOTE: I have no affiliation with Kevin Hallenbeck or Sandler Training and do not make any money for promoting their products. The goal of Queen City Buzz is to promote and support local businesses and that includes sharing information about business resources, promotions and events of interest to local small business owners. If you have an event or special you'd like to share drop me a line. I can be reached at