David Sandler Striplining

Gary Boye

Is anybody here familiar with the selling/negotiation concept of striplining? If so. it might make for an interesting and informative thread.

Very few texts on selling cover striplining but its an important inclusion in the training programs and books on selling and negotiation, by the late David Sandler, and more recently, Jim Camp (Start With "NO").

For anyone unfamiliar with the concept, I encourage you to research it.

RainMaker

Ok, Gary, you got me with this tickler...what is it?

Gary Boye

No, RM, it wasn't a tickler. I was really looking for some people who knew the concept and wanted to share their experience. Perhaps some lurker out there. I'm afraid I couldn't do an explanation justice. But I'll give you a little taste.

Sandler, who is most often identified with the technique, believed that all selling is manipulation. He felt that customers and prospects were not committed to always telling the truth--and for those salespeople who wanted to take a complete high road, it was an uphill unfair battle because of a double standard.

Striplining is a form of reverse psychology. It is actually based on transactional analysis, but I won't go into that. The basis for the concept in selling and negotiation is a theory that no matter how enthusiastic a prospect seems towards buying, a resistance equal to the enthusiasm will take place upon the first reluctance on their part in their process. A 180 degree turn, as a result of a small issue, can negate the sale. The best car salespeople, for instance, know that it is important to slow the prospect down.

The slowing down process, or striplining (based on a fishing term that describes letting more line out after an initial bite, rather than setting the hook) is used to neutralize the buyer first. Think of a pendulum. From a neutral position, the seller can work more efficiently in handling the issues that stand between himself and the buyer.

It takes guts. Imagine a salesperson saying, "Why is it I get the impression that you're not a hundred percent convinced that this is the solution for your company?"

I have used almost that exact line many times with rewarding results. Is it manipulative (for you moralists out there)? Yes. Is it persuasive? No--I don't think so. It's strategic and systematic.

Calvin

I've never heard of it but it does sound interesting. What more can you tell us?

How would that question "slow" a prospect down?

RainMaker

Intersting philosphy and makes sense. Gary, I can see you have been a "student" of sales for a long time. It's amazing how much thought has been put into a single topic (referring to 'sales'). The more you begin to learn, the more THERE IS to learn!

I like this because I actually dislike it when a client seems 'too' excited at first. When this prospect doesn't buy (as not ALL prospects will buy--enthusiastic or otherwise), the overly excited ones are the most disappointing.

MagicMan

I too would be interested in hearing more about this technique.

SalesGuy

Ditto. Spill the beans Gary.

Gary Boye

I'm not qualified or licensed to teach The Sandler Sales System and I've only read Jim Camp's book, Start with "No", once. I first discovered the term "striplining" about fifteen years ago in an article on selling written by David H. Sandler. At that time I wasn't too familiar with his work although I had lunch once with the guy who taught his system in the Western NY area.

I was fascinated by the article, because it reminded my of a technique I had been using, and frankly, I thought it was something unique to my repertoire. When I was a young salesman I remember this old pro pointing out that I used "reverse psychology" and it reminded him of this guy who he once knew who excelled in sales--kind of a legendary guy among direct salesmen. I was flattered but it just seemed natural.

With the above in mind, and the facts that I no longer have the article and I shouldn't be plagiarizing Camp's words here, I'll create a typical example from a composite of various selling situations I've been in. I hope it is helpful, but I encourage people to research both Sandler and Camp. (note: Sandler is not mentioned in Camp's book.) So these are my words and my example based on my interpretation:

Let's place ourselves in the role of a media advertising saleperson working for a radio station that enjoys high ratings. We have become involved in preparing a proposal for a six month radio advertising campaign for a home furnishing center in our market. We are dealing with the owner. The owner has told us that he has set a six month advertising budget of 60 thousand dollars which he intends to spend exclusively on one station only. He has requested that the commercials be done in "live read" format by a popular on-air morning drive personality on the station he chooses. He is considering our station and one other. Both stations have high morning drive ratings and both can provide very acceptable talent to deliver the commercial messages. He is an absolute qualified sales opportunity for us.

Think about this. He has set the cost himself and he is willing to spend it. He has determined that our station and personality are more than acceptable. He must advertise. He has chosen radio as his venue. What more can we want--except for the order? Why this guy we have to love to death. Treat him like royalty. Wine him and dine him, right? There is an imbalance of power here. Why? Because he is an impending sale--maybe.

But there are a few questions here. Like when? When always refers to a point somewhere between now and never. How about terms? Terms fall into two categories--acceptable and unacceptable. How about some "throw ins" to perk up the offer? Do you think for a minute those perks can't be used as a bargaining tool to negotiate a better proposal from our competition?

But our prospect has in hand the power of the impending sale. The carrot on the stick.

And he has told us that he's "leaning our way".

Stripline: "Jack, why is that I get the impression that you're not totally convinced that the campaign, our proposal, and our station is perfect for you?"

Whoa! The power of the impending sale just went down the drain. We're in neutral! We are on equal footing. Maybe it even occurs to Jack that he is not even our customer yet.

"No, Gary! I'm satisified with your proposal. And I think Phineas Bluster is perfect for doing our commercials."

"Well, Jack, level with me. What the hell is stopping us from getting this done today so I can get our production people working on it. They're excited already about doing it."

"Well okay, Gary I'll level. Six months and sixty grand is a big commitment on my part. I'm willing to sign the contract if you'll stipulate that I can rework my committment after three months if I need to."

"Jack, that goes with out saying. This has to work for you or we're not satisfied. Do we have a deal? Can we get this done?"

"Yeah, we have a deal."

It's important to understand that Jack probably pulled that reworking of the contract out of nowhere while on neutral ground. And it was easily handled. But if he was still in the imminent buyer/impending sale mode, that issue could have turned him 180 degrees into leaning away. It could easily implode in his mind.

Bulldog

Uhm... no offense but why would that be an important inclusion in training programs and where is the "reverse psychology"?

Gary Boye

No offense taken, but you would have to ask someone who sells the Sandler Training Program. I don't.