The Sandler Sales Method Defined (With Steps)

The Sandler Selling System, developed in 1967 by David Sandler, focuses on having sales reps act as a consultant rather than a pushy salesperson. This strategy concentrates on asking the right questions during the qualifying process instead of pushing a product on someone who doesn’t need it.

What are the key steps of the Sandler Selling System methodology? By Dave Mattson

Why is the Sandler sales method important?

By offering a particular kind of sales support to their customers, businesses can use the Sandler sales method to meet their sales goals and possibly further their values and mission. It can help to strike a balance between the roles of the salesperson and the potential customer, and it can encourage both parties to invest. The Sandler sales method can also assist in creating trustworthy connections between salespeople and customers, which can support the business’s reputation, earnings, and even profits.

Since many salespeople might believe that this method enables them to productively channel their energies, it’s possible that the Sandler sales method appeals to their personal preferences in client interactions. This could help to maintain highly skilled sales professionals.

What is the Sandler sales method?

David Sandler created the Sandler sales method as a sales technique in 1967. In contrast to sales strategies that place a higher priority on selling as many products to as many people as possible, it places an emphasis on matching the right customers with the right products. In the Sandler sales process, the professional tries to fill the role of a consultant for their products rather than a salesperson. Sales professionals frequently refer to this process as qualification.

The Sandler sales approach aims to forge a bond of trust between the salesperson and the client, which can improve overall client attraction and retention. Companies and individuals can enroll in specialized Sandler sales method training to learn how to take advantage of this strategy by concentrating on the qualification stage of making a sale.

Steps of the Sandler sales method

It may be helpful to fully comprehend the procedure before you start if you want to use the Sandler sales method for yourself or your business. Here are the steps David Sandler established for his sales approach to assist you:

1. Develop a bond

This stage, officially known as “Bonding & Rapport” in the Sandler sales model, entails creating an authentic connection with the potential client or prospect. Typically, this entails asking a lot of questions to ascertain and clarify their product needs and wants. This phase of the conversation typically comes before the sales pitch and is entirely dedicated to building a rapport of trust.

2. Provide up-front communication

At this stage, known as “Up-Front Contract,” the salesperson expressly outlines the procedure for future communications with the prospect. They typically give a general overview of how, when, and what will be discussed during any subsequent conversations between the prospect and the salesperson.

3. Find their pain point

This stage, which the Sandler sales method refers to as “Pain,” starts to qualify the lead and determine whether they are a good fit for the product and vice versa. Professionals employing this strategy will now ask numerous questions to determine the prospects’ “pain point,” or the root of their problems that the salesperson’s product may be able to address. During this phase, it’s also important to determine how those problems will affect the prospects’ lives or businesses.

4. Identify their budget

The Sandler sales method labels this stage “Budget. At this stage, the salesperson ascertains how much the potential customer can or is willing to spend on a product. This can be especially helpful for businesses that offer solutions that are customized or made-to-measure for each client. When discussing finances, it can also be a good time to highlight any financial advantages the customer might receive from purchasing the salesperson’s offering.

This may also be an opportunity to politely end the conversation if the company’s prices and the potential customer’s budget are not in line. The prospect can continue looking for a solution that satisfies their financial needs, and the salesperson can move on to the next sales opportunity.

5. Make a decision

In this stage, which the Sandler sales methodology refers to as “Decision,” the salesperson and potential customer decide whether a good or service is suitable for them. Now that all of the prospect’s information has been carefully considered, the salesperson compares it to what their company has to offer and makes purchasing recommendations. Additionally, at this stage, the customer discusses every aspect of the purchase, including the who, what, when, where, why, and how of the sale.

6. Fulfill that decision

Next, in the stage known as “Fulfillment,” the salesperson starts to close the sale. When a salesperson does this, they make sure the customer is happy with the good or service they’ve purchased and how it will be delivered. It starts a transactional conversation and includes a more positive sales suggestion with details on the product and process. At this point, the salesperson verifies the specific solution they will offer, the price, and the precise conditions and guidelines for receiving the good or service.

7. Support and follow up

This stage, known as “Post-Sell,” marks the end of the Sandler sales process by supplying assistance and guaranteeing a customer’s complete satisfaction with the good or service they’ve purchased. This stage can also involve future business transactions. For instance, a salesperson might take advantage of this phase to upsell or cross-sell goods that could improve or supplement the customers’ current purchase. When used wisely, this stage can help avoid buyer’s remorse and ensure that existing clients stick with the business they’ve chosen rather than switching to a rival.

Please note that Indeed is not affiliated with any of the businesses mentioned in this article.


Is Sandler Training any good?

based on authentic user testimonials in the market for service providers that provide sales training Korn Ferry has a rating of 4. 7 stars with 22 reviews. With 2 reviews, Sandler Training has a 5 star rating.

What are the Sandler steps?

A full-service provider of professional development and training, Sandler works with both small- and medium-sized businesses and major multinational corporations. We provide a comprehensive array of training options that are results-driven and created to address a variety of business issues in sales, management, and leadership.

Why do salespeople fail Sandler?

Steps of the Sandler sales method
  1. Develop a bond. …
  2. Provide up-front communication. …
  3. Find their pain point. …
  4. Identify their budget. …
  5. Make a decision. …
  6. Fulfill that decision. …
  7. Support and follow up.

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