Move through each sales stage in order, sealing the previous stage behind you like submarine compartments, so you never go backward.
Submarine Approach
Core Principle
Sandler's Submarine Approach treats each sales stage like a compartment in a submarine. You move through bonding, upfront contracts, pain discovery, budget, decision process, fulfillment, and post-sell in order, sealing each compartment behind you. This prevents the dreaded 'going backward' where resolved concerns resurface and deals stall.
Step-by-Step Execution
Example in Action
Stage 1 - Bonding: Genuine rapport built. [Sealed] Stage 2 - Upfront Contract: 'If this makes sense, we'll discuss next steps. If not, no hard feelings. Agreed?' [Sealed] Stage 3 - Pain: 'So the core problem is costing you $15K/month and it's affecting team morale. Is that right?' 'Yes.' [Sealed] Stage 4 - Budget: 'You mentioned the budget is $5K/month. Is that committed?' 'Yes.' [Sealed] Stage 5 - Decision: 'You're the decision-maker and can move forward today?' 'Correct.' [Sealed] Prospect: Actually, wait. Let me go back to the pain piece... You: We covered that -- you confirmed it's $15K/month and affecting morale. Has something changed? Prospect: No, you're right. Let's keep going. Stage 6 - Fulfillment: Here's exactly what we deliver and when. [Sealed] Stage 7 - Close: Natural, inevitable, frictionless.
Practice this technique with an AI-powered roleplay scenario.