CHAPTER 14Decision

Decision is the final element of the Sandler qualifying process. Every decision someone makes—even the apparent decision not to make a decision—constitutes a cause set in motion, a preference of one chain of events over another.

From the salesperson’s point of view, qualifying for decision is about learning how to ask the types of questions that uncover the details of the enterprise account’s decision-making process. This kind of questioning will help you deal with buyers at all levels of the wide and diverse buyer network that enterprise accounts have.


Nothing happens until someone makes a decision.

There are three possible outcomes when it comes to qualifying for decision.

1.   If your ...

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