Sandler Selling System | Sandler Training Skip to main content

The Sandler Selling Methodology

Efficiency, Effectiveness and Accountability

Sandler's training objectives are for you to learn how to

  • restructure business development efforts around a set of relevant and measurable benchmarks;
  • implement within a framework of activity that allows you to quickly determine the quality of an opportunity; and,
  • decide where and with whom to invest your time to obtain the largest and quickest return on your investment.

Do you know how to avoid the three biggest sales mistakes you should never make?

three stages of a sale, Stage 1


Creating and sustaining a comfortable atmosphere in which to do business is your responsibility.  

  • Develop a rapport with prospects.  

  • Have a sincere desire to help them solve problems, face challenges, or achieve goals.

  • Control the selling process by establishing up-front agreements with your prospects about the progression of the selling process, and who will be responsible for what.

three stages of a sale, Stage 2


Always be qualifying. 

  • Concentrate first on the degree of fit between what you have to offer and the prospect’s problem, challenge, or goal.
  • Determine if the prospect is willing and able to commit the necessary resources to acquire and use the product or service you will eventually propose.
  • Before you begin working on solutions and presentations, determine exactly how your offer will be judged—and by whom.
three stages of a sale, Stage 3


The objective of “closing” is to obtain a “yes” or “no” buying decision (or a decision to move to the next step in a multi-step decision process).

  • Closing activities only take place with prospects who have “survived” the qualifying stage and have agreed to make a decision at the conclusion of a presentation.
  • Presentations should focus only on the pains uncovered earlier in the process—nothing more; nothing less.
  • Post-Sell activities will “lock up” the sale and facilitate the transition of the relationship from buyer-seller to partners working toward a common goal of delivery.


Sandler's training consistently results in salespeople who

  • Efficiently identify and engage new prospects.

  • Remove prospect stalls and objections from the selling landscape.

  • Qualify stringently and close easily.

  • Eliminate eleventh-hour negotiations or demands for concessions.

  • Control the development process and keep it moving forward.

  • Avoid making presentations to people who can't make the required investment or a buying decision.

In Our Client's Own Words

Thom Dammrich
President, National Marine Manufacturers' Association

"Sandler's transforming us from an order-taking, operational kind of focus, to the sales culture that we need in our organization in order to be successful.  

We could not have achieved those results without the tools that Sandler has provided."

Sales Training Testimonials: Thom Dammrich (National Marine Manufacturer's Association)

The Sandler Rules

An Amazon and Wall Street Journal Best Seller, these forty-nine unforgettable rules are the basis of Sandler’s unique sales training, and are frank, sometimes fun, and always easy to put to use. Also available in Spanish translation

The Sandler Success Principles

Another Amazon best-selling sales book, which encompasses the ‘Attitude’ material that supports the behaviors and techniques in the Amazon and Wall Street Journal best seller, The Sandler Rules. This is the perfect companion book!


The Definitive Path to Sales Mastery

Continuing with our commitment to effective, scientific and methodical sales training, Sandler Certification delivers measurable results at every step as participants progress from competent to proficient.

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.

Core Principles of the Sandler Methodology



Sandler trains salespeople to competently and effectively navigate the sales arena in the most effective and efficient manner, using tested, proven, and up-to-date strategies and skills.



Sandler transforms salespeople’s attitudes (and corresponding beliefs, judgments, and actions) to more fully support the outcomes needed to achieve corporate, department, and personal goals.



Sandler translates the new attitudes and skills into defined and measurable actions that bring about successful sustainable results.

Global reach... with a local touch.

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

Find a local training center near you.