McBride for Business Blog

Don’t Sell What the Other Person Doesn’t Value

March 23, 2017 // R. Shawn McBride // No Comments »

As part of my business journey, I ended up going through sales training, and I’ve used the Sandler system. I believe in it highly. I think it’s a fantastic way to work through the sales process, understand what’s going on, and connect with your customer. It’s truly authentic. It’s about asking questions about everybody’s needs and meeting those needs.

I recently had an off-putting experience with someone. I was at a cocktail party, and I was approached by somebody who wanted to sell me services for my business, and they immediately launched into a long set of statements about all the features and benefits of their product and what they thought I needed.  All of this without even listening to what I wanted. They didn’t know anything about my business, other than the type of business I was in, and they immediately started telling me what all the benefits of their product is, how they would help me, how my business would grow, and how everything would change from there. All I could do was nod my head and try to end the conversation because I was completely unimpressed.

What are you doing? How are you interfacing with other people, and are you truly listening? Are you listening to what your customer wants and tailoring your solution to them as the Sandler system would have you do, or are you just pushing features and benefits at them that they may or may not even be interested in? You can lose credibility if you just start pushing.

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This posting is intended to be a tool to familiarize readers with some of the issues discussed herein.  This is not meant to be a comprehensive discussion and additional details should be discussed with your attorneys, accountants, consultants, bankers and other business planners who can provide advice for your circumstances. Each case is unique.  Past results do not guarantee future outcomes. This article should not be treated as legal advice to any person or entity. Torli Roberts.


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R. The 3 Laws of Empowerment (, gives audiences an entertaining look at how they can prepare, plan and protect themselves. You can reach R. Shawn McBride at or (214) 418-0258.


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Posted In: Business, Risk, Strategy

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