The Sandler Training Story Skip to main content

The Sandler Story

Get to know our history, and how it’s made us the company we are today.

We were ahead of our time then, and we're still leading the way now

Sandler has been a training leader for decades

In 1967, David Sandler developed the Sandler Selling System, the methodology behind it and the concept of “reinforcement training” for substantive change and lasting success. 

Tech Sales Mistakes that Could Cost You Millions

Are you missing opportunities to shorten the sales cycle, increase close rates, and open doors to the actual decision-makers?

David Sandler was a true visionary who was far ahead of his time. Since his revolutionary methodology was founded on basic principles of the psychology of human behavior, it has stood the test of time. 

The current proof of our ongoing success lies in the success of tens of thousands of our clients, whose lives and careers we continue to transform every year. 

Using the foundation of the Sandler Selling System, we are continually creating new sales, sales management  and leadership programs for small- and mid-sized companies as well as Fortune 500 organizations. 

Our programs are so effective in part, because they're so adaptable, and can be customized for application to any industry or organizational structure. 

Dave Mattson, our current CEO and President, worked closely with David Sandler in the early days of our organization, and assumed leadership in 2007.

Under Mattson's leadership, the Sandler organization expanded domestically and internationally to over 250 offices in 27 countries around the world. He added numerous program offerings to Sandler’s training portfolio, including Enterprise Selling, Leadership, and Customer Service programs, along with Sandler Certification, the first measurable, skills-based sales certification in the industry.

Sandler CEO Dave Mattson: What Sandler Training Can Do for You

Placeholder Mobile in Hand

Sandler Online

Sandler has embraced the advancement of technology in the workplace and harnessed it to serve our training models with a wide array of delivery mechanisms for our clients. We’ve been thoughtful in how we’ve adapted technology, always keeping an exceptional user experience as our goal.

Sandler Client Summit

Every year we host the Sandler Client Summit—a 2-day training and networking conference in a resort location.  Attendance at this select event has become an annual destination for our clients, where we showcase our world-class trainers, and the best-of-the-best topical sessions.

Sandler Bike Book, 3-column

Updated Sales Classic

Insights from the first edition of this best-selling book helped millions of sales professionals take their career to new levels, and outsold every other sales book. Now, the new edition of this classic work, offering critical new insights, information, and tools to help you supercharge personal and team performance in today’s economy, including how to leverage social media for selling.

The Sandler Blog

Sales, Leadership and Management

Sandler business experts and professional trainers offer insight and tips on current sales, sales management, leadership and management topics. We invite you to comment on our posts and to pass them on to your colleagues.


Over 250 offices around the globe makes Sandler the largest training organization in the world.

Find a Sandler training center near you.