The Sandler Methodology

Finding Power in Reinforcement

If it were easy, everyone would do it.

Our unique reinforcement training empowers professionals to change Behaviors, develop new Attitudes, and improve Techniques. It requires patience, determination, and support which we provide for our clients to ensure consistent lasting success.

Build Better Habits

Install a “more, better, different” approach to your goals, plans, and actions.

Reinforce Positive Beliefs

Improve the way you think about yourself, your organization, and the marketplace.

Execute Innovative Strategies

Apply more effective strategies and tactics with the appropriate personal presence.

Reinforcement Training

Sandler Training is a pioneer in incremental growth training. CEO Dave Mattson explains why Reinforcement Training sets Sandler apart from the competition.

From then till now...
You Can't Teach a Kid to Ride a Bike at a Seminar Book

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

David Sandler learned early on that, while salespeople loved his selling system and it worked when they used it, he was having trouble getting it to stick in a seminar. Very few times can you learn anything by hearing someone else talk about it for two days.

The Concept of Reinforcement

We have collected the best practice for sales, leadership and organizational success from thousands of trainers and millions of participants around the world for over 50 years.

Allow participants time to shift their attitude.

When you hear a speaker, you typically don’t get to challenge and question the expert, which means you end up throwing out parts with which you don’t agree. At Sandler, we encourage you to question our beliefs and your long-held assumptions, while coming back to the trainer with victories, impending events, and problems over time. 

Encourage participants to develop better habits and behaviors.

We all know changing long-term habits is very difficult. If we could change permanently on a whim, we would. Long-term training allows for trial and error, failure, and success. We empower participants to apply the concepts, replace non-productive habits, and build sustainable action plans which lead to sales mastery when applied consistently.

Provide opportunities for participants to practice techniques.

People learn by doing. You can’t learn to ride a bike by watching a YouTube video or hearing a professional cyclist give a compelling speech. Eventually, you are going to have to get on a bike and fall off. Most likely, you will have to fall a lot until you learn how to stay up. Learning sales or management principles are very similar. We encourage you to practices is role plays, simulations, and other low-risk situations rather than experimenting in the field.

To get to the top of the sales profession, you’ve got to practice. Find a system and learn it. Spend enough time getting to know it, and soon you will own it. And then, even under pressure, you will deliver.


Sandler will change the way you think and communicate.

Your GPS to Success

Sandler’s reinforcement training strategy includes a continuous improvement journey, which allows you to evaluate progress and recalculate your course if necessary. We will help guide you to higher and higher levels of success.

The evaluation phase is where we enter the coordinates into the GPS. To create a roadmap for your success, we are going to need several important pieces of information. We need to know where you are now, and where you want to go. We also need to know the talent, skills, and other assets we have available to use along the way. In the evaluation phase, you will learn about yourself, your personality, values, skills, as well as your current and potential sales aptitude.

This type of professional development is not for everyone.

Some people want to look for short cuts instead of hitting the pavement. Some people find a place that makes them happy, and they settle in. Unfortunately, some people are too scared to leave the safety of home and explore new possibilities. However, we work with thousands of people every day, who can't stop until they have gone as far as they can to improve their lives and organizations. If that sounds like you, all you have to do is stop long enough to ask for directions, and we will be happy to help make your journey a lot more fun and profitable. 

Take the next step.

The journey to success starts where you are, and it starts today!