Sales processes are fantastic guidelines to ensure that you are doing the proper things to be successful in your sales career. However, it is important to pay attention to the customer and make on-the-fly modifications to your process as the situation changes. As an example, the other day we had a consultation for some work to be completed around our house, and it was a very uncomfortable process. The sales rep was a 30-year industry professional that at some point in time made the switch to sales… It was clear during this consultation that this rep was using the Sandler Sales Process, taking me down the Sandler Pain Funnel. He was following the process to a tee, which wasn’t the problem. The problem was that he was so focused on the process and the questions within the process, he forgot the most critical item in sales or any customer-facing role: listening. While he was asking questions, he would look to his notebook and scribble notes as I was answering them. But, it became apparent that although he was taking notes, he wasn’t really listening. Instead, he was focusing on the next question in the process. As a result, we found ourselves giving him the exact same information multiple times—information that was shared as part of an answer to a previous question. This grew frustrating overtime because it didn’t just happen once or twice; it got to a point where we were repeating ourselves after every other question.