waiting for the phone to ring

An Alternative to Aggressively Waiting for the Phone to Ring

Date PublishedMarch 19, 2015
CompanySandler Training
Article AuthorHamish Knox
Article TypePULSE Interactive Newsletter Mar. 2015
CategoryPULSE Interactive
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HUB SEARCHSandlerTraining
PULSE Interactive

An Alternative to Aggressively Waiting for the Phone to Ring

Sandler Training - PULSE Interactive Newsletter, March 2015 - waiting for the phone to ring

waiting for the phone to ringWhen the economy is booming, many companies (and salespeople) believe they are succeeding because their phone is ringing and they are maxed out operationally.

This is not an unusual belief. What’s described above is called “demand fulfillment,” which is safe and easy.

To follow a demand fulfillment “strategy” wait for the phone to ring or “network” then make plenty of proposals and presentations, with the hopes that enough of your pitches succeed for you to stay in business.

A better strategy, especially in “red ocean” industries like oilfield service, is demand creation. To create demand, David Sandler suggests the following:

1. Find someone who thinks they are healthy – Prospects who think they are healthy will say things like “we’re happy,” “we’ve already got that,” “we’re always open to new ideas” and/or “everything runs through procurement.”


2. Make your prospect sick – Even though your prospects are sophisticated business people who probably went through a rigorous process to select their current supplier, they don’t buy your product or service every day. They aren’t aware of the problems you can solve that might be lurking inside their organization. Sandler-trained individuals know these as “pain indicators.”

3. Take your prospect from sick to critical– Once a prospect acknowledges they might be slightly ”sick”, help them discover that the sniffles they feel today could make them bed ridden or out of commission (or, out of business) in the very near future. Sandler-trained individuals know this as getting to the “personal impact of pain.”


waiting for the phone to ring - Sandler Training4. Make your prospect (now client) healthy again – Like a doctor/patient relationship the key part of demand creation is when your prospect says, “how can you help?” Then you and your prospect should co-create a new working relationship. Next, sign the appropriate documents and begin working together.

If you’re in an industry that uses long term agreements with no exit clause or severe penalties for early termination – commercial real estate comes to mind – you can still follow the demand creation model, you just need to be more patient.

To really grow your business, especially when the economy slows, stop fulfilling demand and start creating it.

Hamish Knox

Hamish Knox | Executive Business Portrait Session
Preferred Vendor Microsite: Energy Auctions Inc.
Hamish Knox is the author of ‘Accountability the Sandler Way’ and the owner of a Sandler Training Centre in Calgary, Alberta.