A great tool for communicating with a new or an existing customer on a sales call is the Sandler method. The Sandler method outlines 7 steps for sales success: bonding and rapport, up-front contracts, pain, budget, decision, fulfillment, and post-sell. My favorite step of the sale call is what Sandler refers to as pain. He defines this segment as “the high powered qualifying process needed to attain true buyer motivations”. Your goal is to go beneath the surface and figure out the WHY. Check out the activity to go more in-depth on the Sandler sales model.