International Air Transport Association (IATA)

Sandler Case Study - IATA

IATA’s mission is to represent, lead, and serve the airline industry.


International Air Transport Association (IATA) needed a training and implementation program to internally change team behaviors and attitudes toward market strategy, prospecting, sales and customer needs. Success would result in shortened sales cycles, a reduction in free counseling tied to customer requests, qualifying leads more firmly and clearly, and spending more time on the right opportunities.


We created a personalized training plan specific to IATA’s unique aviation industry needs. The program streamlined the internal flow of how a prospect progresses from an account manager to a salesperson, and finally to closing of the deal. Sandler’s lead trainer brought an extensive background in aviation to IATA. His knowledge of the industry paired with his team’s expertise in the Sandler Methodology were key in addressing specific organizational needs.

Delivery of training sets us apart.

  • Instructor-led sessions focused on IATA’s pain points. Customization of the Sandler PAIN Funnel and the Sandler cold call process were delivered through personalized training, one-on-one coaching, and team workshops.


IATA changed the way they sell, felt empowered, approached clients as an equal, and brought more value to each customer relationship. Reinforcement of Sandler training was undertaken to ensure accountability, improvement and growth from all participants. Reinforcement continues to create positive change in individuals and teams, and IATA as a whole.

The success of our training resulted in a 97% recommendation rate from IATA.


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