{"id":17908,"date":"2024-05-03T00:00:25","date_gmt":"2024-05-03T00:00:25","guid":{"rendered":"https:\/\/www.sandler.com\/?p=17908"},"modified":"2024-03-25T16:43:10","modified_gmt":"2024-03-25T16:43:10","slug":"sandler-rule-21","status":"publish","type":"post","link":"https:\/\/sandler.com\/videos\/sandler-rule-21\/","title":{"rendered":"Sandler Rule #21: SW4"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/sandler.com\/videos\/sandler-rule-21\/#Sandler_Rule_21\" >Sandler Rule #21<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/sandler.com\/videos\/sandler-rule-21\/#View_the_playlist_for_our_%E2%80%9CNew_52_Sandler_Rules_for_Sales_Success%E2%80%9D_HERE\" >View the playlist for our &#8220;New 52 Sandler Rules for Sales Success&#8221; HERE!<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"style-scope ytd-watch-metadata\"><span class=\"ez-toc-section\" id=\"Sandler_Rule_21\"><\/span>Sandler Rule #21<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h4 class=\"style-scope ytd-watch-metadata\">SW4<\/h4>\n<p>&nbsp;<\/p>\n<p>The Sandler Rule underscores SW4, also known as &#8220;Some Will, Some Won&#8217;t. So What? Someone&#8217;s Waiting,&#8221; emphasizes the importance of resilience in sales. It reminds sales professionals that not everyone they approach will be interested in their product or service, but that&#8217;s okay.<\/p>\n<p><strong>Instead of dwelling on rejections, the rule encourages focusing on the next opportunity because there are always prospects who could benefit from what you offer. <\/strong><\/p>\n<p>It highlights the need to maintain a positive mindset and keep moving forward in the sales process, continuously seeking out those who are open to a conversation and potential collaboration.<\/p>\n<p>Additionally, the <strong><a href=\"\/sandler-summit\/\">Sandler Summit in Orlando<\/a><\/strong> offers a platform for sales professionals to refine their skills alongside industry experts, further reinforcing effective sales strategies.<\/p>\n<p>Discuss this rule with your sales team and think about how you can apply it in your sales process.\u00a0Find the book, <strong>How To Sell To The Modern Buyer<\/strong>, at <strong><a href=\"https:\/\/www.amazon.com\/gp\/product\/1737010224\">Amazon<\/a><\/strong> or <a href=\"http:\/\/shop.sandler.com\"><strong>shop.sandler.com<\/strong><\/a> and subscribe to our channel, <a href=\"https:\/\/www.youtube.com\/@SandlerWorldwide\"><strong>Sandler Worldwide<\/strong><\/a>, for the rest of the Sandler Rules!<\/p>\n<h3><span class=\"ez-toc-section\" id=\"View_the_playlist_for_our_%E2%80%9CNew_52_Sandler_Rules_for_Sales_Success%E2%80%9D_HERE\"><\/span><strong><a href=\"https:\/\/www.youtube.com\/playlist?list=PL3Z0s7ZInq7oKsdE4I8b239PDO1d2qZIy\">View the playlist for our &#8220;New 52 Sandler Rules for Sales Success&#8221; HERE!<\/a><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sandler Rule #21 SW4 &nbsp; The Sandler Rule underscores SW4, also known as &#8220;Some Will, Some Won&#8217;t. So What? Someone&#8217;s Waiting,&#8221; emphasizes the importance of resilience in sales. It reminds sales professionals that not everyone they approach will be interested in their product or service, but that&#8217;s okay. Instead of dwelling on rejections, the rule&#8230;<\/p>\n","protected":false},"author":15,"featured_media":17585,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[1047],"tags":[1289,1331,1225,1080,1342,1297],"class_list":["post-17908","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-videos","tag-mindset","tag-sales-failure","tag-sales-process-development","tag-sandler-rules","tag-success-strategy","tag-winning-from-failing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Sandler Rule #21: SW4 - Sandler<\/title>\n<meta name=\"description\" content=\"Our new Sandler Rule #21 reminds salespeople not to dwell on the idea that not everyone they approach will have interest in what they sell.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sandler.com\/videos\/sandler-rule-21\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sandler Rule #21: SW4 - 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