Selling: Rules of Engagement

When it comes to the sales process the clients is not always right.

You must dictate the pace and the tone of the meeting and you must be clear on the outcome. The only way to do this is to treat the client as a peer. He must view you as someone with something of value.

This video will help you discover how you can make sure you control your sales destiny.


This is Dave Lorenzo with Valtimax Consulting. I want to welcome you back to our series on sales and selling. Today we’re going to be talking about the rules of engagement when it comes to sales and selling.

Before you ever sit down with a client, with a patient or with a prospective customer, you want to make sure they understand the rules of engagement in dealing with you.

Here’s how I do it. When someone calls on the phone and we discuss what their needs are and they agree that they want to come in and meet with me, I then go over the rules of engagement with them and what I say is simply this. “Mr. Jones, tomorrow you’re going to come to my office and we’re going to meet. We’re going to sit down and talk. You’re going to have a lot of questions you want to ask me and that’s great. I’m going to have some questions I’m going to want to ask you. Once we get through with these questions and answers, we’re going to have to decide if we want to take the next step in our relationship. Are you OK with doing that once we’ve had this discussion?”

Now, that in essence is getting permission to move to the next step in the sales cycle and it’s fantastic. It’s absolutely powerful. So Mr. Jones comes into your office the next day and he knows he’s coming into your office for a meeting and he’s going to have to make a decision after that meeting.

Now sometimes they will say to you, “Well, what does the next step look like?” I always offer them an option to say, “Listen, it depends on what the situation really is. We’ve only talked about you and your business on a very surface level. Once we really get into things, we will be able to better identify what the next step is. The next step may be to move into a working relationship together or it may be to look for more information to really get a thorough understanding of the problem. Either way, once we meet, we both have to agree that we’re going to decide one way or another whether we’re ready to take the next step. Are you willing to do that?”

Key point, you always want to ask for confirmation to make sure they’re ready to make a decision after that initial meeting with you. Let’s go through this again. Before you meet the person, you’re on the phone with them and you’re scheduling the appointment. “OK, Mr. Jones. I’ve got you down for Tuesday at 4:00. Here’s what’s going to happen in this meeting. We’re going to want to have a discussion and get to know one another. I’m sure you will have some questions for me and that’s great. I’m going to have some questions for you so that I can understand you and your business and your situation a little bit better.

Once we’re through with this meeting, we will have to agree as to whether we’re going to take the next step in our relationship or not. What you’re going to do is you’re going to decide if you can work with me and I’m going to decide whether or not I can help you. Are you OK with doing that at the end of our meeting?”

If the person says yes, you know you’re going to have a productive meeting. You’re actually going to have an opportunity to sell that person on your product or your service. If the person says no, then don’t schedule the meeting. The key component here is to get an upfront agreement that you’re going to have a discussion and after that discussion, you will decide whether you’re going to move to the next step or not.

My name is Dave Lorenzo and this has been the second step in our sales video series. I look forward to seeing you in our next video.