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Sandler in the Media

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You'll get full access to articles on a range of sales and management topics from the world's top experts, including Sandler's own Dave Mattson, who is featured on the cover of the November issue.


Telephone Prospecting Boot Camp led by David Fischer

February 1, 2016 - by Emma Allen

With the Iowa caucuses looming, Presidential hopefuls who have already inundated the e-mail inboxes of voters—the “spray and pray” technique, in P.R. parlance—may want to rethink their strategy. In the home stretch, campaign volunteers might benefit from a refresher course in the lost art of picking up the phone. At 9 A.M. one recent Friday, in a conference room fifteen floors above Third Avenue in midtown, a group of aspiring (apolitical) cold-callers convened. They had each paid $199.99 to attend a Telephone Prospecting Boot Camp led by David Fischer, who owns a Sandler Training sales-instruction franchise.

3 Books Small Business Small Business Owners Should Read

January 29, 2016 - by Rieva Lesonsky

Author Bill Morrison spent more than two decades in sales leadership roles before opening a Sandler Training office in Switzerland. From this expert perspective, he believes bootstrap selling “is grounded in the concept that all sales are entrepreneurial in nature.”

The successful Sandler training methods are at the core of this book. Understanding the “Sandler Success Triangle” (technique, behavior and attitude) is key—it says that while technique is important, it’s really just a tool to use to “achieve changes in behavior, which in turn leads to a new attitude.”

Customer Service - Initial Training: The do's and don'ts

January 14, 2016 - by Anne MacKeigan

The first days and weeks on a new job in a new company can be overwhelming for a customer-service employee. There is so much to absorb, and there are so many details and systems to keep straight. Without a carefully constructed onboarding plan that takes place over weeks (if not months, depending on your company), a new employee can have a difficult time.

Customer Service - Initial Training: The do's and don'ts

January 7, 2016 - by Anne MacKeigan

The first days and weeks on a new job in a new company can be overwhelming for a customer-service employee. There is so much to absorb, and there are so many details and systems to keep straight. Without a carefully constructed onboarding plan that takes place over weeks (if not months, depending on your company), a new employee can have a difficult time.


Baltimore CEO Continues His Company’s Mission

December 22, 2015 - by Laura Catherine Hermoza

Sandler Training is a leader in business development and sales training, which has been successfully implemented since the establishment of the Sandler Selling System when the company started in the 1960’s. As company CEO, Mattson brings valued skills and talent to the company in continuing its mission.

Penny Zenker, David Mattson, Dr. Brandi Stankovic

December 17, 2015 - in Business

David Mattson CEO of Sandler Training, an international training and consulting organization headquartered in the United States, has been a trainer and business consultant in the areas of sales, sales management, business development, corporate team building, and strategic planning.

The Benefits of Employee Growth

December 4, 2015 - by Anne MacKeigan

It’s part of the stinkin’ thinkin’ that employers have when they ask: What if I train them and they leave? Yes, by all means, let’s keep them locked in the back room doing work that no one else in the company wants to do. The vast majority of employees have unrecognized potential that neither they nor their employer can uncover without the right kind of processes in place.  As David Mattson, CEO of Sandler Training says, “Customer care training creates a potential employee pool for inside sales, account managers or new business developers.  As investments are made in training, frontline employees respond with additional confidence, competence, and renewed motivation.”

Customer Service The Sandler Way for Women’s Leadership Radio

December 3, 2015 - by Sabrina Braham

Anne is the customer care program specialist for the Sandler Way and the author of “Customer Service The Sandler Way: 48 Rules For Strategic Customer Care.” Listen to this interview and learn how you can help your business elevate customer care to lead and succeed.

Best Sales Management Books for Busy Leaders

December 3, 2015 - by Patrick Hogan

David Sandler wrote the original You Can’t Teach a Kid to Ride a Bike at a Seminar in the 1960s. David Mattson revised it in 2015—and it’s just as relevant to today’s marketplace. Sandler’s core philosophy focuses on building trust between seller and buyer until the sale is complete. 

Customer Service The Sandler Way for Women's Leadership Radio

December 2, 2015 - by Sabrina Braham

Customer Service the Sandler Way helps you and create and sustain a working culture built on the belief that the customer not only matters, but is the only reason your organization exists. 

LinkedIn The Sandler Way - Amazon Book Review

November 5, 2015 - by Jim Estill

The Sandler Training and LinkedIn Sales solution works to close the gap that many organizations and sales professionals struggle with. In LinkedIn the Sandler Way, Sandler Training and LinkedIn Sales Solutions team up to share 25 secrets to uncover big ideas from prospecting and selling online without having to be a LinkedIn “wizard”!

LinkedIn as a Selling Tool

November 4, 2015 - by Jim Estill

Looking for ways to build your own leads and sales pipeline? LinkedIn the Sandler Way and LinkedIn Sales Solutions recommend social selling done the right way as the non-adversarial way to go.

Bootstrap Selling Gives You An Entrepeneurial Edge In Sales

October 27, 2015 - by Kevin Kauzlaric

Bill Morrison spent more than 20 years in international sales and sales leadership roles with companies, brands and industries as varied as Rolls Royce Aerospace, Gore-Tex and the Scotch Whisky industry. He eventually decided to focus his career on helping companies and individuals grow their sales success through applying the world’s best-selling methodology—the Sandler method. Read on for my interview with Bill

5 Reasons Companies Thrive When Everyone Gets to Lead

October 23, 2015 - by Dave Mattson

The traditional corporate structure in the workplace is ready for a change. With millennials entering the workforce, there is a resounding call for a structural shakeup. These young professionals have a lot to say and they want to have their voices heard. Successful companies are noticing this. Instead of only paying attention to GPA’s, they are looking for critical thinking and problem-solving skills in new hires.

4 Reasons Why CEOs Need to Pay More Attention to Customer Service

October 16, 2015 - by Anne MacKeigan

Customer service is a key part of your revenue generation team, and with the right training, could produce even more. Yes, outside salespeople bring in new customers, but the greatest influence on keeping clients happens in customer service. Often they bring in more dollars over the life of the customer than sales.

The Best Sales Books for Small Business Owners in 2015

October 15, 2015 - by Ivana Taylor

If you think that being successful in sales means convincing unsuspecting prospects to buy something they don’t want or need, you’re wrong. You’ll be happy to hear that the world of sales is so round that it’s gone through a full-scale revolution.

The Best Sales Books of 2015: Small Business

October 14, 2015 - by Nare Torosyan

Do you have a hard time keeping the customers you’ve worked so hard to gain? Take a look at your customer service process. Satisfied customers are loyal and loyal customers are profitable. 

Pivoting in Business, Adapting to Change and Extraordinary Social Care

October 13, 2015 - Experience Pros Radio Show by Anne MacKeigan

On the next Experience Pros Radio Show, Robert Hyry explains how he is pivoting the entire concept of developing a movie project by crowdfunding everything from actors to musicians to finance.

Book Review: Bootstrap Selling the Selling Way by Bill Morrison

October 13, 2015 - Coach’s Casebook Blog

In Bootstrap Selling the Sandler Way, Bill Morrison really has nailed a set of principles and techniques that have direct application for me personally and for many sales departments in general.

Book Review: Customer Service the Sandler Way

October 5, 2015 - Coach’s Casebook Blog 

It is much easier to keep a customer than it is to win one and the way to keep a customer is to give fantastic Customer Service.

Building a World Class Organization

October 1, 2015 - by Dave Mattson

Dave Mattson had a speaking engagement on October 1, 2015 at the Melville Marriot Long Island, NY.

Employment Notebook -- Value of Strategic, World-Class Customer Service

September 25, 2015 - by Anne MacKeigan and Tim Muma

Anne MacKeigan is Customer Care Program Specialist for Sandler Training and author of CUSTOMER SERVICE THE SANDLER WAY: 48 Rules For Strategic Customer Care. 

Carol Mitchell & Customer Service Anne MacKeigan

September 22, 2015 - School for Startups Radio by Anne MacKeigan

After 13 years as a Partner at Sandler Training, Anne MacKeigan sold her franchise. She is now the Customer Care Program Specialist for Sandler International.

How Social Selling is Helping Unlock the Middle Market for Sandler Training, David Mattson, CEO

September 15, 2015 - iTunes by Dave Mattson

Few middle-market business leaders are as forward-thinking when it comes to social selling as Sandler Training CEO David Mattson. David explains how a client by the name of LinkedIn supplies his firm with steady stream of leads.

Bootstrap Selling; The Sandler Way: It helps your career flourish

September 12, 2015 - by Bill Morrison

Successful sales professionals are distinguished from order takers by their willingness to assume responsibility, an entrepreneurial spirit, and resourcefulness, right sales and business development. Bootstrap selling is grounded in the concept that all sales is entrepreneurial in nature.

9 Lessons For Entrepreneurs From A Sales Expert

September 10, 2015 - by Marty Zwilling

Most aspiring entrepreneurs believe that a great idea alone will assure business success. Experts argue that it’s more important to have a great plan, and personal business acumen. Hardly anyone mentions selling principles. Yet in this age when customers have a thousand alternatives, and are overwhelmed by a multitude of messages, sales efforts can make or break a business.

Beth Cook, Jeffrey Pfeffer, Mike Rafati, Anne MacKeigan

September 9, 2015 - in Business

Anne MacKeigan is Customer Care Program Specialist for Sandler Training and author of CUSTOMER SERVICE THE SANDLER WAY: 48 Rules For Strategic Customer Care. For more information please visit

How to Use LinkedIn to Sell, Build a Banking Relationship, End Unemployment, and Break into the Fitness Industry

September 1, 2015 by Courtney Deruy

Dave Mattson is CEO of Sandler Training, an international training and consulting organization. David has been a trainer and business consultant in the areas of sales, sales management, business development, corporate team building, and strategic planning.

Books! Books! Books! Customer Service The Sandler Way

August 29, 2015 - Blue Heron Journal

The difference between bad customer service and the best, best customer service is not just the follow-on business and brand loyalty measured by the analytics. As author Anne Mackeigan notes, it's about the emotions first and last. 

10 Keys To Success In Any Startup Job Interview

August 18, 2015 -

In a corporate environment, the focus of a job interview has long been demonstrating your match to the skills and experience outlined in the job description. 

LinkedIn Sandler Style, Fantasy Business, Don't Share and Pinterest 4 Business

August 18, 2015 - by Eric

Today on the Experience Pros Radio Show, Angel and Eric talk to David Mattson, CEO of Sandler Training on the topic of using LinkedIn, the Sandler way.

3 Books Small Business Owners Should Read

August 7, 2015 - Small Business Forum by Bryan Kramer

Sandler Training is a global training powerhouse, with more than 250 offices worldwide. They’ve teamed up with the folks at LinkedIn Sales Solutions to show sales professionals and business owners how to tackle social selling.

Dave Mattson CEO & President of Sandler Training, Best-Selling Author, Keynote Speaker / Business Buff Entrepreneurs

July 23, 2015 - by Ken Burningham

CEO and President of Sandler worldwide headquarters, Dave Mattson oversees the corporate direction and strategy for the company’s global operations including sales, marketing, consulting, alliances and support. His key areas of focus are sales leadership, strategy and client satisfaction.

The Michael Dresser Show

July 9, 2015 - in Books

The Michael Dresser Show is heard on BlogTalkRadio, which is one of the largest internet radio stations.  Dave's interview begins at :41.

Presidential Advisor and Underdog David Morey & New LinkedIn Book Dave Mattson

July 5, 2015 - by James

Dave Mattson is a keynote speaker, best-selling author and a sales and management thought leader. David is the leader for the Sandler Training sales training seminars around the world. 

Sandler Selling, Starry Photography, Patient Safety

May 5, 2015 - by Eric

Today on the Experience Pros Radio Show, Eric and Angel speak with David Mattson on the 2nd edition of his book, You Can’t Teach a Kid to Ride a Bike in a Seminar.

Stand Out Dorie Clark & Sandler Training David Mattson

April 27, 2015 - from Dave Mattson

Dave Mattson is a keynote speaker, best-selling author and a sales and management thought leader. David is the leader for the Sandler Training sales training seminars around the world.

Moving Up the Ladder - The Value of a Defined System in Sales

March 11, 2015 - from Dave Mattson

The sales profession has plenty of stereotypes and myths that have followed it through the years. While you often hear of the "art of selling," Dave Mattson prescribes to a different theory, based on having an effective system and a "science" to the sales.

You Can't Teach a Kid to Ride a Bike at a Seminar

March 1, 2015 -

The timeless guide to sales success has been revised to help you supercharge personal and team performance in a new economy.

Book Review: You Can't Teach A Kid To Ride A Bike At A Seminar

February 22, 2015 -

This is the new and updated edition of David Sandler’s You Can’t Teach a Kid to Ride a Bike at a Seminar, 2nd Edition: Sandler Training’s 7-Step System for Successful Selling.

8 Lead Generation Strategies That Will Boost Your Sales

February 17, 2015 - by Jennifer Lonoff Schiff

How do you find and reach your target audience? Sales and digital marketing experts share their tips on the best ways to garner qualified sales leads.

Our own expert, Brian Sullivan, Vice President of Sandler Enterprise Selling, provides his valuable insight on how to find potential clients on LinkedIn.

How to Win Back Lost Customers

February 5, 2015 - by OpEd from Dave Mattson

Among the commonly accepted business precepts is the fact that retaining existing customers is far cheaper than winning new ones. So it makes a great deal of sense to make sure that you are keeping your current roster of clients happy.

4 Tips for Persuading People by Listening to Them

January 15, 2015 - by OpEd from Dave Mattson

The leader of any business must come to grips with the following reality: You are the product or service you are selling. For entrepreneurs, that means that you are selling all the time, including with “internal” audiences like staff, vendors and investors. Your goal is to transfer the confidence and conviction you have in your company to everyone in its orbit.

Sandler Training Announces Sandler Enterprise Selling

January, 2015

New Systematic Approach to Create Lasting Success in Selling to Enterprise Clients

Sandler Enterprise Selling organizes the enterprise selling cycle around a six-stage, continuous process and provides tools throughout the stages to help organizations land, keep and grow long-term clients. 


Balancing act: Do you love your boss, or is he 'missing in action'?

September 22, 2014 - The Deseret News by Greg Kratz

Of all the relationships we build at work, the one we develop with our boss is perhaps the most unique and challenging — and, potentially, the most rewarding.
Anyone who has been in the "real world" for more than a couple of years has likely worked for both good and bad bosses. Through those experiences, we learn what kinds of managers motivate us, help us grow and lead us to do great things. We also discover what kinds of bosses drag us down, kill our productivity and eventually persuade us to look for something new.

To Build a Top-Performing Team, Keep Your Stars Happy and Your Bench Inspired

September 19, 2014 - by OpEd from Dave Mattson

With the NFL season now upon us, and our hopes high that our favorite team will be Super Bowl bound come early next year, it’s worth reminding ourselves that the most important part of determining how successful our team will be is by looking at who we currently have playing for us.

Leadership Report Card: Why Most Managers Don't Get an 'A'

September 15, 2014 - Business News Daily by Nicole Fallon

A July 2014 study conducted by business training organization Sandler Training and research firm Ipsos Public Affairs found that 40 percent of American workers would give their manager a "B" grade for overall management skills. Meanwhile, 24 percent of bosses received a "C," and a combined 14 percent were given a "D" or an "F" in this area on their hypothetical report cards.

Why Sales Professionals Will Never Go the Way of the Dinosaur

August 28, 2014 - by OpEd from Dave Mattson

We’ve reached the point where we barely use our cell phones for actual calls, and the number of devices that most entrepreneurs deem essential is at least three – a phone, a laptop and a tablet. Despite well-meaning advice that we shut down electronics in the name of sleep, nightstands across America double as charging stations and 24-hour points of connectivity.

Curing Mediocre Boss Syndrome

August 21, 2014 - Chief Learning Officer by Kate Everson

When it comes to management skills, a B grade in leadership is far from an A.

American companies are coming down with blah-boss fever, and the only thing that can cure it is better leadership development.

A May study commissioned by Sandler Training, a global training organization, showed that 40 percent of the 1,010 employees surveyed would give their bosses a “B” in leadership skills. Nearly a quarter gave their bosses a C, and 14 percent gave a D or F.

It seems like leaders have some work to do if they’re going to make the honor roll.

5 Simple Ways to be a Good Boss

July 31, 2014 - by Anne Fisher

Thrown into a management job you don’t feel ready for? Not to worry. Success in the role isn’t as complicated as you may think.

One more thought that might help: You mention that you think your team members can tell you’re “kind of faking it.” That’s not necessarily bad. A new survey of 1,010 employees by Sandler Training, whose coaches work mainly with small-to-medium-sized companies (like yours), says 80% agreed with the following statement: “My company expects managers to know how to lead and manage without providing them any formal training.”

How Would You Grade Your Boss?

July 29, 2014 - Interview with Wall Street Journal

Mathew Passey with the Wall Street Journal interviews Dave Mattson, CEO and President of Sandler Training. He discusses the report card most of us give our bosses. Overall, what are workers saying about their bosses? 

Sandler Training Launches Multi-Level Certification Program

July 17, 2014 - Sandler Training

Created to deepen the knowledge of the Sandler Selling System among Sandler participants, Sandler Certification is now available to all sales professionals engaged with Sandler Training.

Sandler Certification is an organized, step-by-step process focused on incremental growth and measurable results, covering subjects from Bonding and Rapport to Closing the Sale and beyond. Certification provides opportunities for Sandler sales professionals to continue their education and enhance their sales skills.

Designed for the sales professional to complete at their own pace, the Sandler Certification program is comprised of four levels that get progressively more challenging and require increasingly higher sales acumen.

4 Ways To Sell Yourself At Work and Get Ahead in Your Career

April 11, 2014 - by Dana Manciagli

In a country brimming with self-confidence, Americans are actually selling themselves short — especially in the workplace. In a recent survey from Sandler Training, four in five Americans believe that “selling yourself” is a key factor in getting ahead in life or business, but almost 62 percent of them spend an hour or less a day doing it.

It’s not because workers don’t believe in themselves, either: two of three workers surveyed say they have the utmost confidence in their selling abilities.

Sandler Training Named to Prestigious List of Top Sales Training Companies

February 27, 2014 -’s Top 20 Sales Training Companies

Industry publication releases 2014 results, recognizes Sandler five consecutive years.

One of the industry’s leading authorities on training recently announced its list of the Top 20 Sales Training Companies, a list that Sandler Training has topped for five consecutive years.’s Top 20 Sales Training Companies list focuses on companies that demonstrate growth and are recognized as leaders within the sales training space. Those recognized have a track record of providing excellent service across a diverse customer base while developing and employing innovative training methods.

Sandler Training was recognized for its impact on the sales training industry; innovation in the sales training market; company size and growth potential; breadth of service offering; strength of clients served and the company’s geographic reach.


10 Ways to Sell Your Best Ideas at Work

December 20, 2013 - by Anne Fisher

We've all heard that we're supposed to be marketing ourselves and our great notions, but how do you do that without coming across as a jerk?

Best Sales Pitches are Really About Listening

December 19, 2013 - Gannett/USA Today by Anita Bruzzese

Do you pay attention when you feel a team member is trying to “sell” you something? Or do you tune that person out? If you’re not receptive to the message, you’re not alone. “People get defensive when they detect the pitch. They feel like something is being forced on them,” says Steve Yastrow, author of the upcoming “Ditch the Pitch: The Art of Improvised Persuasion.”

How To Break Into Sales

November 3, 2013 - Talent Served by Bob Weinsten

Find out how to make yourself an attractive candidate.

Companies are Desperate for Experienced Salespeople, Part 4

October 31, 2013 - from the Sounding Off Blog by Bob Weinstein

Just as salespeople make their living persuading prospects to buy their products and services, companies expect candidates to apply that same energy and enthusiasm when selling themselves on job interviews. Companies are looking for high-potential candidates who are quick studies and have essential attributes of successful salespeople. 

Companies are Desperate for Experienced Salespeople, Part 1

October 31, 2013 - from the Sounding Off Blog by Bob Weinstein

Today, corporate decision makers are pulling their hair out trying to find competent salespeople.  The culprit, ironically, is technological innovation, the single factor responsible for changing the way we work, and that impact every facet of our lives, according to Dave Mattson, CEO and President of Sandler Training.

5 Methods To Manage Your Workload

October 24, 2013 - by Lou Carlozo

Evidence abounds that salespeople need more time than ever to keep their schedules straight. A new study by the American Psychological Association shows that more than half of employed adults check work messages at least once a day over the weekend (53 percent); before or after work during the week (52 percent); and even when they’re home sick (54 percent). Yet if we’re so tethered to the office, why does it take such heroic effort to get stuff done?


Selling Up and Out Selling to Render Your Competition Irrelevant

April 1, 2012 - by the Franchising World

Now, more than ever, companies need to render their competition irrelevant. One question that all leaders should be asking themselves is: “In this new world, how exactly can we achieve this?” The answer to the question lies in their ability to change their approach and successfully sell their differentiated offerings. 

Over recent years, many organizations have changed their buying process as a result of changes in the global economy and technological offerings. It is now time for these same organizations to recognize the need to change their selling process and encourage their sales force to get out of its comfort zones and learn new ways to succeed.

So what exactly has changed and how can businesses adapt to these changes?

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