CINXE.COM

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<a href="https://www.salesforce.com/eu/blog/category/sales/" class="sf-tag topic topic--sales sf-tag--sales" aria-label="Filed under Sales" > Sales</a> </div> <h1 class="h2">The Sandler Selling System: A Step-by-Step Guide</h1> <div class="hero-v2__ornaments-container "> <figure class="hero-v2__image"><span class="img-object-fit"><img src="https://www.salesforce.com/eu/blog/wp-content/uploads/sites/14/2024/12/Sandler-Selling-System-Rec08DULGG014.jpg?w=300" sizes="(min-width: 48em) 500px, 100vw" srcset="https://www.salesforce.com/eu/blog/wp-content/uploads/sites/14/2024/12/Sandler-Selling-System-Rec08DULGG014.jpg 2160w, https://www.salesforce.com/eu/blog/wp-content/uploads/sites/14/2024/12/Sandler-Selling-System-Rec08DULGG014.jpg?w=300&h=169 300w, https://www.salesforce.com/eu/blog/wp-content/uploads/sites/14/2024/12/Sandler-Selling-System-Rec08DULGG014.jpg?w=768&h=432 768w, 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loading="eager"/> </div> </div> <h2 class="hero-v2__excerpt">Learn how to speed up your sales cycle and create more customer loyalty with this methodology.</h2><article class="hero-byline hero-byline--1"> <a href="https://www.salesforce.com/eu/blog/author/donald-kelly/" class="hero-byline__author"> <div class="hero-byline__thumbnail"> <span class="img-object-fit img-object-fit--is-round"><img src="https://www.salesforce.com/eu/blog/wp-content/uploads/sites/14/2024/01/Donald-29-1-1.jpg?w=150" sizes="100px" srcset="https://www.salesforce.com/eu/blog/wp-content/uploads/sites/14/2024/01/Donald-29-1-1.jpg 4500w, https://www.salesforce.com/eu/blog/wp-content/uploads/sites/14/2024/01/Donald-29-1-1.jpg?w=300&h=200 300w, https://www.salesforce.com/eu/blog/wp-content/uploads/sites/14/2024/01/Donald-29-1-1.jpg?w=768&h=512 768w, https://www.salesforce.com/eu/blog/wp-content/uploads/sites/14/2024/01/Donald-29-1-1.jpg?w=1024&h=683 1024w, https://www.salesforce.com/eu/blog/wp-content/uploads/sites/14/2024/01/Donald-29-1-1.jpg?w=1536&h=1024 1536w, https://www.salesforce.com/eu/blog/wp-content/uploads/sites/14/2024/01/Donald-29-1-1.jpg?w=2048&h=1365 2048w, https://www.salesforce.com/eu/blog/wp-content/uploads/sites/14/2024/01/Donald-29-1-1.jpg?w=150&h=100 150w" alt="" loading="lazy" /></span> </div> <div class="hero-byline__contents"> <h3 class="hero-byline__full-name"> <span class="hero-byline__name">Donald</span> <span class="hero-byline__name">Kelly</span> </h3> <div class="hero-byline__meta"> <div class="hero-byline__info"> <time class="hero-byline__date" datetime="2024-12-03">December 3, 2024</time> <span class="hero-byline__reading-time"> 16 min read </span> </div> </div> </div> </a> </article> </div> </div> </header> </div> <div class="post__social post__social--v2 post__social--top post__social--has-title"> <h2 class="screen-reader-mobile-only post__social-title">Share article</h2> <ul class="social-nav 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In fact, it’s the bedrock of every deal.</p> <p>Salespeople can often be at a disadvantage with buyers viewing them with suspicion that they will say anything to get them to sign on the dotted line.</p> <p>To overcome that initial barrier, sales professionals can the Sandler sales methodology. This simple and flexible system takes the pressure off the client, laying the groundwork for a relationship based on trust. Let’s take a look at what it entails and how it can help you close deals and retain customers for the long haul.<br></p> <div class="layout-one wp-block-salesforce-blog-offer"> <div class="wp-block-offer__wrapper"> <div class="wp-block-offer__content"> <h2 class="wp-block-offer__title">State of Sales</h2> <p class="wp-block-offer__description">Discover insights from 5,500 sales pros on driving growth and standing out in a crowd.</p> <div class="wp-block-button"> <a class="wp-block-button__link" target="_blank" href="https://www.salesforce.com/eu/resources/research-reports/state-of-sales/?nc=701ed00000FNf8LAAT">Get the report</a> </div> </div> <div class="wp-block-offer__media"> </div> </div> <div class="wp-block-offer__graphics wp-block-offer__contour"></div>  <img decoding="async" class="wp-block-offer__graphics wp-block-offer__illustration" src="https://www.salesforce.com/eu/blog/wp-content/themes/salesforce-blog/dist/images/offer-block/offer-illustration-layout-one.png" alt="">  <img decoding="async" class="wp-block-offer__graphics wp-block-offer__accent" src="https://www.salesforce.com/eu/blog/wp-content/themes/salesforce-blog/dist/images/offer-block/offer-accent-layout-one.png" alt="">   <img decoding="async" class="wp-block-offer__graphics wp-block-offer__cloud" src="https://www.salesforce.com/eu/blog/wp-content/themes/salesforce-blog/dist/images/offer-block/offer-cloud-layout-one.png" alt=""> </div> <h2 class="wp-block-heading" id="h-what-is-the-sandler-selling-system">What is the Sandler Selling System?</h2> <p>The <a href="https://www.sandler.com/sandler-selling-system/" target="_blank" rel="noreferrer noopener">Sandler Selling System,</a> also known as the Sandler sales methodology, was created by sales expert David H. Sandler in 1966. It consists of seven sequential steps that allow a sales professional to completely control the discovery process. At its foundation, the Sandler sales methodology is a simple, linear system designed to help representatives build rapport with prospects and guide them to making sound purchasing decisions.</p> <p>(<a href="#h-what-you-ll-learn">Back to top</a>)</p> <h2 class="wp-block-heading" id="h-the-sandler-selling-system-a-step-by-step-breakdown">The Sandler Selling System: A step-by-step breakdown</h2> <p>While there are lots of <a href="https://www.salesforce.com/blog/sales-methodologies/" target="_blank" rel="noopener noreferrer">sales methodologies</a> out there, the Sandler sales methodology really shines in helping reps overcome negative preconceptions about their motivations. By avoiding the hard sell and focusing on guiding customers, it resets interactions that would otherwise be marked by suspicion and resistance. Here are the steps:</p> <ol class="wp-block-list"> <li><strong>Establishing bonding and rapport:</strong> This first step lays the foundation for the end goal — a sale. Sales professionals keep the focus on bonding and rapport by prompting prospects to share information. They get <a href="https://www.salesforce.com/blog/sales-prospecting/" target="_blank" rel="noreferrer noopener">prospects</a> to talk about their business and themselves, which creates a relationship based on mutual respect and equality.</li> <li><strong>Setting an upfront contract:</strong> No, this isn’t a contract for a sale. Instead, think of it like a set of rules and expectations. It lays out how the two sides will communicate, from meeting length and frequency to the outcomes of every interaction. It’s also a promise made by the sales professional to the prospect: this is what you can expect from me throughout our conversations. Upfront contracts ensure that prospects can trust sales reps to be honest and transparent, with no unwelcome surprises. It can also give prospects peace of mind and help them settle into the relationship and start to bring down any walls they may have up.</li> <li><strong>Identify the prospect’s pain:</strong> Now that you’ve established a relationship with the prospect and earned their trust, it’s time to get into the nitty gritty of the discovery process. This is where the Sandler pain funnel concept comes into play. By asking open-ended questions, you can start to figure out the prospect’s business problems. During this stage, you’ll gently push the prospect to explore and share every aspect of the challenges they’re facing, including previous attempts to solve the issues and how they’re feeling about the issue.</li> <li><strong>Uncover the prospect’s budget: </strong>Continue using open-ended and empathetic questioning techniques to see if the prospect has the budget and staff in place to resolve their business problem, as well as (importantly) the will to see it through. This budget discussion provides another offramp for both you and the prospect. If it becomes clear that your potential customer cannot afford your product or isn’t fully committed to tackling the issue, then your efforts might be better focused elsewhere.</li> <li><strong>Identify the decision:</strong> At this point, your prospect has come to a purchasing decision. If the decision is positive, you’ll hammer out the details of the buying process: when it will occur, who will be involved, and all other pertinent information needed to ensure the sale goes smoothly.</li> <li><strong>Present your fulfillment of the agreement: </strong>Offer a solution to the customer’s problem. That solution must be within the stated budget and meet the criteria set up during step two. Again, it’s crucial that there are no surprises here. The prospect should feel that you’ve stayed true to the agreed-upon ground rules and have delivered a possible solution as promised.</li> <li><strong>Confirm the post-sell process:</strong> Lay the groundwork for future business, ensuring the customer remains satisfied with your solution, and head off second-guessing or last-minute competition from a rival company.</li> </ol> <p>(<a href="#h-what-you-ll-learn">Back to top</a>)</p> <div class="subscribe-wrapper-v2 subscribe-wrapper-v2--inline prevent-bottombar-overlap layout alignwide layout-sales is-variation-role-based" style=""> <img decoding="async" class="subscribe-success-v2__left-image" src="https://www.salesforce.com/eu/blog/wp-content/themes/salesforce-blog/assets/images/rbn-left-sales.png" alt=""> <header class="subscribe-header-v2"> <h1 class="subscribe-header__title"> Get the latest articles in your inbox. </h1> </header> <div class="subscribe-form-container-v2"> <form name="reg_form" class="reg_form reg_form--inline 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subscribe-segment__title">IT</h3> <div class="subscribe-segment__checkbox"> <input type="checkbox" name="it" id="it" value="true" class="segment-checkbox" /> <span class="subscribe-segment__label">Selected</span> </div> </div> </label> </div> <div class="field subscribe-segment__field"> <label class="subscribe-segment" for="commerce"> <div class="subscribe-segment__body"> <h3 class="h6 subscribe-segment__title">Commerce</h3> <div class="subscribe-segment__checkbox"> <input type="checkbox" name="commerce" id="commerce" value="true" class="segment-checkbox" /> <span class="subscribe-segment__label">Selected</span> </div> </div> </label> </div> <div class="field subscribe-segment__field"> <label class="subscribe-segment" for="marketing"> <div class="subscribe-segment__body"> <h3 class="h6 subscribe-segment__title">Marketing</h3> <div class="subscribe-segment__checkbox"> <input type="checkbox" name="marketing" id="marketing" value="true" class="segment-checkbox" /> <span class="subscribe-segment__label">Selected</span> </div> </div> </label> </div> <div class="field subscribe-segment__field"> <label class="subscribe-segment" for="service"> <div class="subscribe-segment__body"> <h3 class="h6 subscribe-segment__title">Service</h3> <div class="subscribe-segment__checkbox"> <input type="checkbox" name="service" id="service" value="true" class="segment-checkbox" /> <span class="subscribe-segment__label">Selected</span> </div> </div> </label> </div> </div> <input type="checkbox" name="segmentSelected" value="true" class="segments-selected-checkbox" id="segment-selection_inline" data-error-id="segment-selection_inline" style="display: none" /> <span class="error-msg body-fine" id="segment-selection-errMsg_inline"> Please select at least one newsletter. </span> </div> <div class="subscribe-form__contact-fields"> <div class="subscribe__fields"> <div class="field field--grow"> <input class="subscribe__field-info" data-error-id="UserEmail-errMsg_inline" id="UserEmail_inline" type="email" name="UserEmail" placeholder=" " aria-describedby="UserEmail-errMsg" autocomplete="email" required> <label for="UserEmail_inline">Email</label> <span class="error-msg body-fine" id="UserEmail-errMsg_inline" aria-live="assertive">Enter a valid e-mail address</span> </div> <div class="field field--grow"> <select class="subscribe__field-info" data-error-id="CompanyCountry-errMsg_inline" id="CompanyCountry_inline" name="CompanyCountry" aria-describedby="CompanyCountry-errMsg" autocomplete="country-name" required> <option selected="" value="" label="Select your country">Select your country</option> <option value="US" label="United States">United States</option> <option value="AF" label="Afghanistan">Afghanistan</option> <option value="AL" label="Albania">Albania</option> <option value="DZ" label="Algeria">Algeria</option> <option value="AS" label="American Samoa">American Samoa</option> <option value="AD" label="Andorra">Andorra</option> <option value="AI" label="Anguilla">Anguilla</option> <option value="AQ" label="Antarctica">Antarctica</option> <option value="AG" label="Antigua And Barbuda">Antigua And Barbuda</option> <option value="AR" label="Argentina">Argentina</option> <option value="AM" label="Armenia">Armenia</option> <option value="AW" label="Aruba">Aruba</option> <option value="AU" label="Australia">Australia</option> <option value="AT" label="Austria">Austria</option> <option value="AZ" label="Azerbaijan">Azerbaijan</option> <option value="BS" label="Bahamas, The">Bahamas, The</option> <option value="BH" label="Bahrain">Bahrain</option> <option value="BD" label="Bangladesh">Bangladesh</option> <option value="BB" label="Barbados">Barbados</option> <option value="BY" label="Belarus">Belarus</option> <option value="BZ" label="Belize">Belize</option> <option value="BE" label="Belgium">Belgium</option> <option value="BJ" label="Benin">Benin</option> <option value="BM" label="Bermuda">Bermuda</option> <option value="BT" label="Bhutan">Bhutan</option> <option value="BO" label="Bolivia">Bolivia</option> <option value="BV" label="Bouvet Is">Bouvet Is</option> <option value="BA" label="Bosnia and Herzegovina">Bosnia and Herzegovina</option> <option value="BW" label="Botswana">Botswana</option> <option value="BR" label="Brazil">Brazil</option> <option value="IO" label="British Indian Ocean Territory">British Indian Ocean Territory</option> <option value="BN" label="Brunei">Brunei</option> <option value="BG" label="Bulgaria">Bulgaria</option> <option value="BF" label="Burkina Faso">Burkina Faso</option> <option value="BI" label="Burundi">Burundi</option> <option value="KH" label="Cambodia">Cambodia</option> <option value="CM" label="Cameroon">Cameroon</option> <option value="CA" label="Canada">Canada</option> <option value="CV" label="Cape Verde">Cape Verde</option> <option value="KY" label="Cayman Is">Cayman Is</option> <option value="CF" label="Central African Republic">Central African Republic</option> <option value="TD" label="Chad">Chad</option> <option value="CL" label="Chile">Chile</option> <option value="CN" label="China">China</option> <option value="HK" label="Hong Kong">Hong Kong</option> <option value="MO" label="Macau">Macau</option> <option value="CX" label="Christmas Is">Christmas Is</option> <option value="CC" label="Cocos (Keeling) Is">Cocos (Keeling) Is</option> <option value="CO" label="Colombia">Colombia</option> <option value="KM" label="Comoros">Comoros</option> <option value="CK" label="Cook Islands">Cook Islands</option> <option value="CR" label="Costa Rica">Costa Rica</option> <option value="CI" label="Cote D'Ivoire (Ivory Coast)">Cote D'Ivoire (Ivory Coast)</option> <option value="HR" label="Croatia (Hrvatska)">Croatia (Hrvatska)</option> <option value="CY" label="Cyprus">Cyprus</option> <option value="CZ" label="Czech Republic">Czech Republic</option> <option value="CD" label="Democratic Republic of the Congo">Democratic Republic of the Congo</option> <option value="DK" label="Denmark">Denmark</option> <option value="DM" label="Dominica">Dominica</option> <option value="DO" label="Dominican Republic">Dominican Republic</option> <option value="DJ" label="Djibouti">Djibouti</option> <option value="EC" label="Ecuador">Ecuador</option> <option value="EG" label="Egypt">Egypt</option> <option value="SV" label="El Salvador">El Salvador</option> <option value="GQ" label="Equatorial Guinea">Equatorial Guinea</option> <option value="ER" label="Eritrea">Eritrea</option> <option value="EE" label="Estonia">Estonia</option> <option value="ET" label="Ethiopia">Ethiopia</option> <option value="FK" label="Falkland Is (Is Malvinas)">Falkland Is (Is Malvinas)</option> <option value="FO" label="Faroe Islands">Faroe Islands</option> <option value="FJ" label="Fiji Islands">Fiji Islands</option> <option value="FI" label="Finland">Finland</option> <option value="FR" label="France">France</option> <option value="GF" label="French Guiana">French Guiana</option> <option value="PF" label="French Polynesia">French Polynesia</option> <option value="TF" label="French Southern Territories">French Southern Territories</option> <option value="MK" label="F.Y.R.O. Macedonia">F.Y.R.O. Macedonia</option> <option value="GA" label="Gabon">Gabon</option> <option value="GM" label="Gambia, The">Gambia, The</option> <option value="GE" label="Georgia">Georgia</option> <option value="DE" label="Germany">Germany</option> <option value="GH" label="Ghana">Ghana</option> <option value="GI" label="Gibraltar">Gibraltar</option> <option value="GR" label="Greece">Greece</option> <option value="GL" label="Greenland">Greenland</option> <option value="GD" label="Grenada">Grenada</option> <option value="GP" label="Guadeloupe">Guadeloupe</option> <option value="GU" label="Guam">Guam</option> <option value="GT" label="Guatemala">Guatemala</option> <option value="GN" label="Guinea">Guinea</option> <option value="GW" label="Guinea-Bissau">Guinea-Bissau</option> <option value="GY" label="Guyana">Guyana</option> <option value="HT" label="Haiti">Haiti</option> <option value="HM" label="Heard and McDonald Is">Heard and McDonald Is</option> <option value="HN" label="Honduras">Honduras</option> <option value="HU" label="Hungary">Hungary</option> <option value="IS" label="Iceland">Iceland</option> <option value="IN" label="India">India</option> <option value="ID" label="Indonesia">Indonesia</option> <option value="IE" label="Ireland">Ireland</option> <option value="IL" label="Israel">Israel</option> <option value="IT" label="Italy">Italy</option> <option value="JM" label="Jamaica">Jamaica</option> <option value="JP" label="Japan">Japan</option> <option value="JO" label="Jordan">Jordan</option> <option value="KZ" label="Kazakhstan">Kazakhstan</option> <option value="KE" label="Kenya">Kenya</option> <option value="KI" label="Kiribati">Kiribati</option> <option value="KR" label="Korea, South">Korea, South</option> <option value="KW" label="Kuwait">Kuwait</option> <option value="KG" label="Kyrgyzstan">Kyrgyzstan</option> <option value="LA" label="Laos">Laos</option> <option value="LV" label="Latvia">Latvia</option> <option value="LB" label="Lebanon">Lebanon</option> <option value="LS" label="Lesotho">Lesotho</option> <option value="LR" label="Liberia">Liberia</option> <option value="LI" label="Liechtenstein">Liechtenstein</option> <option value="LT" label="Lithuania">Lithuania</option> <option value="LU" label="Luxembourg">Luxembourg</option> <option value="MG" label="Madagascar">Madagascar</option> <option value="MW" label="Malawi">Malawi</option> <option value="MY" label="Malaysia">Malaysia</option> <option value="MV" label="Maldives">Maldives</option> <option value="ML" label="Mali">Mali</option> <option value="MT" label="Malta">Malta</option> <option value="MH" label="Marshall Is">Marshall Is</option> <option value="MR" label="Mauritania">Mauritania</option> <option value="MU" label="Mauritius">Mauritius</option> <option value="MQ" label="Martinique">Martinique</option> <option value="YT" label="Mayotte">Mayotte</option> <option value="MX" label="Mexico">Mexico</option> <option value="FM" label="Micronesia">Micronesia</option> <option value="MD" label="Moldova">Moldova</option> <option value="MC" label="Monaco">Monaco</option> <option value="MN" label="Mongolia">Mongolia</option> <option value="MS" label="Montserrat">Montserrat</option> <option value="MA" label="Morocco">Morocco</option> <option value="MZ" label="Mozambique">Mozambique</option> <option value="MM" label="Myanmar">Myanmar</option> <option value="NA" label="Namibia">Namibia</option> <option value="NR" label="Nauru">Nauru</option> <option value="NP" label="Nepal">Nepal</option> <option value="NL" label="Netherlands, The">Netherlands, The</option> <option value="AN" label="Netherlands Antilles">Netherlands Antilles</option> <option value="NC" label="New Caledonia">New Caledonia</option> <option value="NZ" label="New Zealand">New Zealand</option> <option value="NI" label="Nicaragua">Nicaragua</option> <option value="NE" label="Niger">Niger</option> <option value="NG" label="Nigeria">Nigeria</option> <option value="NU" label="Niue">Niue</option> <option value="NO" label="Norway">Norway</option> <option value="NF" label="Norfolk Island">Norfolk Island</option> <option value="MP" label="Northern Mariana Is">Northern Mariana Is</option> <option value="OM" label="Oman">Oman</option> <option value="PK" label="Pakistan">Pakistan</option> <option value="PW" label="Palau">Palau</option> <option value="PA" label="Panama">Panama</option> <option value="PG" label="Papua new Guinea">Papua new Guinea</option> <option value="PY" label="Paraguay">Paraguay</option> <option value="PE" label="Peru">Peru</option> <option value="PH" label="Philippines">Philippines</option> <option value="PN" label="Pitcairn Island">Pitcairn Island</option> <option value="PL" label="Poland">Poland</option> <option value="PT" label="Portugal">Portugal</option> <option value="PR" label="Puerto Rico">Puerto Rico</option> <option value="QA" label="Qatar">Qatar</option> <option value="CG" label="Republic of the Congo">Republic of the Congo</option> <option value="RE" label="Reunion">Reunion</option> <option value="RO" label="Romania">Romania</option> <option value="RU" label="Russia">Russia</option> <option value="RW" label="Rwanda">Rwanda</option> <option value="SH" label="Saint Helena">Saint Helena</option> <option value="KN" label="Saint Kitts And Nevis">Saint Kitts And Nevis</option> <option value="LC" label="Saint Lucia">Saint Lucia</option> <option value="PM" label="Saint Pierre and Miquelon">Saint Pierre and Miquelon</option> <option value="VC" label="Saint Vincent And The Grenadines">Saint Vincent And The Grenadines</option> <option value="WS" label="Samoa">Samoa</option> <option value="SM" label="San Marino">San Marino</option> <option value="ST" label="Sao Tome and Principe">Sao Tome and Principe</option> <option value="SA" label="Saudi Arabia">Saudi Arabia</option> <option value="SN" label="Senegal">Senegal</option> <option value="rs" label="Serbia">Serbia</option> <option value="SC" label="Seychelles">Seychelles</option> <option value="SL" label="Sierra Leone">Sierra Leone</option> <option value="SG" label="Singapore">Singapore</option> <option value="SK" label="Slovakia">Slovakia</option> <option value="SI" label="Slovenia">Slovenia</option> <option value="SB" label="Solomon Islands">Solomon Islands</option> <option value="SO" label="Somalia">Somalia</option> <option value="ZA" label="South Africa">South Africa</option> <option value="GS" label="South Georgia & The S. Sandwich Is">South Georgia & The S. Sandwich Is</option> <option value="ES" label="Spain">Spain</option> <option value="LK" label="Sri Lanka">Sri Lanka</option> <option value="SR" label="Suriname">Suriname</option> <option value="SJ" label="Svalbard And Jan Mayen Is">Svalbard And Jan Mayen Is</option> <option value="SZ" label="Swaziland">Swaziland</option> <option value="SE" label="Sweden">Sweden</option> <option value="CH" label="Switzerland">Switzerland</option> <option value="TW" label="Taiwan">Taiwan</option> <option value="TJ" label="Tajikistan">Tajikistan</option> <option value="TZ" label="Tanzania">Tanzania</option> <option value="TH" label="Thailand">Thailand</option> <option value="TL" label="Timor-Leste">Timor-Leste</option> <option value="TG" label="Togo">Togo</option> <option value="TK" label="Tokelau">Tokelau</option> <option value="TO" label="Tonga">Tonga</option> <option value="TT" label="Trinidad And Tobago">Trinidad And Tobago</option> <option value="TN" label="Tunisia">Tunisia</option> <option value="TR" label="Turkey">Turkey</option> <option value="TC" label="Turks And Caicos Is">Turks And Caicos Is</option> <option value="TM" label="Turkmenistan">Turkmenistan</option> <option value="TV" label="Tuvalu">Tuvalu</option> <option value="UG" label="Uganda">Uganda</option> <option value="UA" label="Ukraine">Ukraine</option> <option value="AE" label="United Arab Emirates">United Arab Emirates</option> <option value="GB" label="United Kingdom">United Kingdom</option> <option value="UM" label="United States Minor Outlying Is">United States Minor Outlying Is</option> <option value="UY" label="Uruguay">Uruguay</option> <option value="UZ" label="Uzbekistan">Uzbekistan</option> <option value="VU" label="Vanuatu">Vanuatu</option> <option value="VA" label="Vatican City State (Holy See)">Vatican City State (Holy See)</option> <option value="VE" label="Venezuela">Venezuela</option> <option value="VN" label="Vietnam">Vietnam</option> <option value="VG" label="Virgin Islands (British)">Virgin Islands (British)</option> <option value="VI" label="Virgin Islands (US)">Virgin Islands (US)</option> <option value="WF" label="Wallis And Futuna Islands">Wallis And Futuna Islands</option> <option value="EH" label="Western Sahara">Western Sahara</option> <option value="YE" label="Yemen">Yemen</option> <option value="ZM" label="Zambia">Zambia</option> <option value="ZW" label="Zimbabwe">Zimbabwe</option> </select> <label for="CompanyCountry_inline" class="screen-reader-only">Select your Country</label> <span class="error-msg body-fine" id="CompanyCountry-errMsg_inline" aria-live="assertive">Select your Country</span> </div> <div id="field-company-state-jp" class="field-company-state"> <select class="select-company-state-jp subscribe__field-info" data-error-id="CompanyStateJP-errMsg_inline" id="CompanyStateJP_inline" name="CompanyState" aria-required="false" aria-describedby="CompanyCountryJP-errMsg" autocomplete="address-level1" required disabled="disabled"> <option label="State/province" selected="" value="">State/province</option> <option value="Hokkaido" label="北海道 - Hokkaido">北海道 – Hokkaido</option> <option value="Aomori" label="青森県 - Aomori">青森県 – Aomori</option> <option value="Iwate" label="岩手県 - Iwate">岩手県 – Iwate</option> <option value="Miyagi" label="宮城県 - Miyagi">宮城県 – Miyagi</option> <option value="Akita" label="秋田県 - Akita">秋田県 – Akita</option> <option value="Yamagata" label="山形県 - Yamagata">山形県 – Yamagata</option> <option value="Fukushima" label="福島県 - Fukushima">福島県 – Fukushima</option> <option value="Ibaraki" label="茨城県 - Ibaraki">茨城県 – Ibaraki</option> <option value="Tochigi" label="栃木県 - Tochigi">栃木県 – Tochigi</option> <option value="Gunma" label="群馬県 - Gunma">群馬県 – Gunma</option> <option value="Saitama" label="埼玉県 - Saitama">埼玉県 – Saitama</option> <option value="Chiba" label="千葉県 - Chiba">千葉県 – Chiba</option> <option value="Tokyo" label="東京都 - Tokyo">東京都 – Tokyo</option> <option value="Kanagawa" label="神奈川県 - Kanagawa">神奈川県 – Kanagawa</option> <option value="Niigata" label="新潟県 - Niigata">新潟県 – Niigata</option> <option value="Toyama" label="富山県 - Toyama">富山県 – Toyama</option> <option value="Ishikawa" label="石川県 - Ishikawa">石川県 – Ishikawa</option> <option value="Fukui" label="福井県 - Fukui">福井県 – Fukui</option> <option value="Yamanashi" label="山梨県 - Yamanashi">山梨県 – Yamanashi</option> <option value="Nagano" label="長野県 - Nagano">長野県 – Nagano</option> <option value="Gifu" label="岐阜県 - Gifu">岐阜県 – Gifu</option> <option value="Shizuoka" label="静岡県 - Shizuoka">静岡県 – Shizuoka</option> <option value="Aichi" label="愛知県 - Aichi">愛知県 – Aichi</option> <option value="Mie" label="三重県 - Mie">三重県 – Mie</option> <option value="Shiga" label="滋賀県 - Shiga">滋賀県 – Shiga</option> <option value="Kyoto" label="京都府 - Kyoto">京都府 – Kyoto</option> <option value="Osaka" label="大阪府 - Osaka">大阪府 – Osaka</option> <option value="Hyogo" label="兵庫県 - Hyogo">兵庫県 – Hyogo</option> <option value="Nara" label="奈良県 - Nara">奈良県 – Nara</option> <option value="Wakayama" label="和歌山県 - Wakayama">和歌山県 – Wakayama</option> <option value="Tottori" label="鳥取県 - Tottori">鳥取県 – Tottori</option> <option value="Shimane" label="島根県 - Shimane">島根県 – Shimane</option> <option value="Okayama" label="岡山県 - Okayama">岡山県 – Okayama</option> <option value="Hiroshima" label="広島県 - Hiroshima">広島県 – Hiroshima</option> <option value="Yamaguchi" label="山口県 - Yamaguchi">山口県 – Yamaguchi</option> <option value="Tokushima" label="徳島県 - Tokushima">徳島県 – Tokushima</option> <option value="Kagawa" label="香川県 - Kagawa">香川県 – Kagawa</option> <option value="Ehime" label="愛媛県 - Ehime">愛媛県 – Ehime</option> <option value="Kochi" label="高知県 - Kochi">高知県 – Kochi</option> <option value="Fukuoka" label="福岡県 - Fukuoka">福岡県 – Fukuoka</option> <option value="Saga" label="佐賀県 - Saga">佐賀県 – Saga</option> <option value="Nagasaki" label="長崎県 - Nagasaki">長崎県 – Nagasaki</option> <option value="Kumamoto" label="熊本県 - Kumamoto">熊本県 – Kumamoto</option> <option value="Oita" label="大分県 - Oita">大分県 – Oita</option> <option value="Miyazaki" label="宮崎県 - Miyazaki">宮崎県 – Miyazaki</option> <option value="Kagoshima" label="鹿児島県 - Kagoshima">鹿児島県 – Kagoshima</option> <option value="Okinawa" label="沖縄県 - Okinawa">沖縄県 – Okinawa</option> </select> <label for="CompanyStateJP_inline" class="screen-reader-only">Select a state/province</label> <span class="error-msg body-fine" id="CompanyStateJP-errMsg_inline" aria-live="assertive">Select a state/province</span> </div> <div id="field-company-state-ca" class="field-company-state"> <select class="select-company-state-ca subscribe__field-info" data-error-id="CompanyStateCA-errMsg_inline" id="CompanyStateCA_inline" name="CompanyState" aria-required="false" aria-describedby="CompanyCountryCA-errMsg" autocomplete="address-level1" required disabled="disabled"> <option label="State/province" selected="" value="">State/province</option> <option value="AB" label="Alberta">Alberta</option> <option value="BC" label="British Columbia">British Columbia</option> <option value="MB" label="Manitoba">Manitoba</option> <option value="NB" label="New Brunswick">New Brunswick</option> <option value="NL" label="Newfoundland">Newfoundland</option> <option value="NT" label="Northwest Territories">Northwest Territories</option> <option value="NS" label="Nova Scotia">Nova Scotia</option> <option value="NU" label="Nunavut">Nunavut</option> <option value="ON" label="Ontario">Ontario</option> <option value="PE" label="Prince Edward Island">Prince Edward Island</option> <option value="QC" label="Quebec">Quebec</option> <option value="SK" label="Saskatchewan">Saskatchewan</option> <option value="YT" label="Yukon">Yukon</option> </select> <label for="CompanyStateCA_inline" class="screen-reader-only">Select a state/province</label> <span class="error-msg body-fine" id="CompanyStateCA-errMsg_inline" aria-live="assertive">Select a state/province</span> </div> <div id="field-company-state-usa" class="field-company-state"> <select class="select-company-state-usa subscribe__field-info" data-error-id="CompanyStateUSA-errMsg_inline" id="CompanyStateUSA_inline" name="CompanyState" aria-required="false" aria-describedby="CompanyCountryUSA-errMsg" autocomplete="address-level1" required disabled="disabled"> <option label="State/province" selected="" value="">State/province</option> <option value="AL" label="Alabama">Alabama</option> <option value="AK" label="Alaska">Alaska</option> <option value="AZ" label="Arizona">Arizona</option> <option value="AR" label="Arkansas">Arkansas</option> <option value="CA" label="California">California</option> <option value="CO" label="Colorado">Colorado</option> <option value="CT" label="Connecticut">Connecticut</option> <option value="DE" label="Delaware">Delaware</option> <option value="DC" label="District of Columbia">District of Columbia</option> <option value="FL" label="Florida">Florida</option> <option value="GA" label="Georgia">Georgia</option> <option value="HI" 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For more information, click <a href="https://www.salesforce.com/jp/company/privacy/full_privacy/" target="_blank">here.</a> </div> </label> </div> <div class="clear-both"></div> </div> <div class="privacy-text-error-div"> <span class="error-msg body-fine privacy-text-error-msg" id="Accept_Terms__c-errMsg_modal"> Please read and agree to the Master Subscription Agreement </span> </div> </div> <div id="js-disclaimer-language" class="privacy-text"> <p class="body-fine"> By registering, you confirm that you agree to the processing of your personal data by Salesforce as described in the <a href="https://www.salesforce.com/company/privacy/full_privacy/" target="_blank">Privacy Statement</a>. </p> </div> </div> </div> <div class="btn-container"> <button name="Subscribe" type="submit" class="btn btn-primary btn-submit" formnovalidate> Sign up now </button> </div> </div> </form> </div> <div class="subscribe-success-v2 subscribe-success-v2--inline"> <h2 class="subscribe-success__title" aria-live="assertive"> Thanks, you’re subscribed! </h2> </div> <img decoding="async" class="subscribe-success-v2__right-image" src="https://www.salesforce.com/eu/blog/wp-content/themes/salesforce-blog/assets/images/rbn-right-sales.png" alt=""> </div> <h2 class="wp-block-heading" id="h-benefits-of-implementing-the-sandler-sales-system">Benefits of implementing the Sandler Sales System</h2> <p>The Sandler sales methodology was developed both to overcome negative perceptions of sales professionals and make it easier for those representatives to achieve success. Let’s take a look at some tangible reasons why this strategy can work for you.</p> <ul class="wp-block-list"> <li><strong>It’s easy to learn:</strong> Its simplicity and emphasis on transparency means sales professionals can use the techniques without enduring a long training period.</li> <li><strong>Sandler helps improve deal-closing rates:</strong> The focus on building rapport and gathering crucial information means that sales representatives will spend far less time chasing dead ends. And because adherents set upfront contracts, the <a href="https://www.salesforce.com/sales/process/" target="_blank" rel="noreferrer noopener">sales process</a> moves at a more predictable pace.</li> <li><strong>Elevated customer retention:</strong> All that trust and rapport-building means deeper customer relationships. If your customer experiences an issue with your product or service, they’ll be much more likely to cut you some slack if there’s a mishap or miscommunication.</li> <li><strong>Boosted sales margins: </strong>Customer retention rates play a role here, of course, as does the previously mentioned shorter sales cycle. And by weeding out ill-suited prospects, sales teams can expend resources nurturing leads that will convert at greater rates.</li> <li><strong>Greater sales forecasting predictability: </strong>Team leaders love accurate <a href="https://www.salesforce.com/sales/analytics/sales-forecasting-guide/" target="_blank" rel="noopener noreferrer">sales forecasts</a>. The Sandler method focuses on an in-depth discovery process, which empowers sales teams to form much clearer ideas about just how many deals they can expect to close in a quarter.</li> </ul> <h2 class="wp-block-heading" id="h-best-practices-for-using-the-sandler-sales-technique">Best practices for using the Sandler sales technique</h2> <p>Achieving <a href="https://www.salesforce.com/blog/methods-for-driving-sales/" target="_blank" rel="noopener noreferrer">sales excellence</a> via this method requires buy-in from every single team member, from the most senior leader to the newest person working the phones. Here are some best practices for using Sandler techniques.</p> <ul class="wp-block-list"> <li><strong>Adopt the right attitude:</strong> Maybe you’re more familiar with other methods or prefer a hard-charging sales style. To get the most out of the Sandler sales methodology, be positive and really lean into empathy and the open-ended nature of this technique.</li> <li><strong>Use negative reverse selling, but be careful:</strong> This Sandler technique is designed to cut through the noise and get an answer from a prospect quickly. Make a simple statement such as, “If I’m hearing you correctly, it sounds like our software might not be a good fit for you right now. Is that right?” If they answer in the negative, then you can move on to greener pastures. A positive response essentially means the prospect is making the argument for you. That said, be gentle and respectful when using this technique so you don’t offend.</li> <li><strong>Determine if it should be augmented by other sales techniques: </strong>There’s no such thing as a one-size-fits-all approach to sales. Depending on your product and the market you serve, you might find that you only need to use the method for certain stages in the sales process. Be ready to pivot as needed.</li> <li><strong>Constantly examine what’s working and what’s failing to hit the mark:</strong> This is not a set-it-and-forget-it sales method. Your team might find that prospects respond positively to questions being phrased in a certain way, or perhaps up-front contracts need to be tweaked. Sales leaders should be monitoring interactions and encouraging their reps to share success stories.</li> </ul> <p>(<a href="#h-what-you-ll-learn">Back to top</a>)</p> <h2 class="wp-block-heading" id="h-how-to-train-your-sales-team-in-the-sandler-method">How to train your sales team in the Sandler method</h2> <p>Like any sales method, the Sandler selling system requires ample training. While it might be simple conceptually, mastering it takes time, experience, and reinforcement. Here’s how:</p> <ul class="wp-block-list"> <li><strong>Leaders must lead:</strong> If you expect your team to adopt the method, then you must master it yourself. Belief goes a long way here, and you won’t be able to train your team if you don’t understand the techniques.</li> <li><strong>Engage in Sandler training sessions:</strong> As a training and professional development organization, Sandler has franchise locations in more than 28 countries. Find a franchise near you to get your team the rigorous training it will need to be successful.</li> <li><strong>Reinforcement training:</strong> It’s not enough to simply train your staff once and set them loose. Sandler offers ongoing training that helps reps build better habits, shift their attitudes, and adopt winning techniques.</li> </ul> <p>(<a href="#h-what-you-ll-learn">Back to top</a>)</p> <div class="layout-nine wp-block-salesforce-blog-offer"> <div class="wp-block-offer__wrapper"> <div class="wp-block-offer__content"> <h2 class="wp-block-offer__title">Join the Salesblazer movement</h2> <p class="wp-block-offer__description">We’re building the largest and most successful community of sales professionals, so you can learn, connect, and grow. </p> <div class="wp-block-button"> <a class="wp-block-button__link" target="_self" href="https://salesblazer-community.slack.com/join/shared_invite/zt-2dop2rzmt-riqderUP6UFp3p5UErt3xQ?d=&nc=&utm_source=SalesblazerBlog&utm_medium=organic_social&utm_campaign=amer_&utm_content=SalesblazerSlack_Blog_&utm_term=#/shared-invite/email">Get Started</a> </div> </div> <div class="wp-block-offer__media"> </div> </div> <div class="wp-block-offer__graphics wp-block-offer__contour"></div>  <img decoding="async" class="wp-block-offer__graphics wp-block-offer__illustration" src="https://www.salesforce.com/eu/blog/wp-content/themes/salesforce-blog/dist/images/offer-block/offer-illustration-layout-nine.png" alt="">    </div> <h2 class="wp-block-heading" id="h-comparing-sandler-to-other-sales-systems">Comparing Sandler to other sales systems</h2> <p>The Sandler sales methodology is not the only game in town. Sales teams can adopt any number of deal-closing strategies, depending on the market and type of customers being pursued. Let’s take a brief look at some of the most common sales methodologies and how Sandler differs and/or overlaps with them.</p> <ul class="wp-block-list"> <li><strong>BANT and MEDDIC:</strong> These sales methodologies are often mentioned in the same breath, with leaders engaging in a <a href="https://www.salesforce.com/blog/bant-vs-meddic/" target="_blank" rel="noopener noreferrer">BANT vs. MEDDIC</a> debate. Both emphasize gathering data — who can make purchasing decisions, what is the prospect’s budget, and need, much like the Sandler sales system. That said, BANT places no emphasis on building a relationship with a prospect. And while MEDDIC does value understanding a prospect’s pain, opening the door to a deeper relationship, its focus on the human element does not match Sandler’s.</li> <li><a target="_blank" href="https://www.salesforce.com/blog/spin-selling/" rel="noopener noreferrer"><strong>SPIN:</strong></a> Neil Rackham’s method focuses on four areas to guide sales reps in asking questions: situation (gather information), problem (identify pain points), implication (help prospect understand why they should solve the problems), and need-payoff (designed to nudge the prospect to make a decision). It shares some DNA with Sandler; it avoids pushing prospects to buy products they don’t need and has a similar style of questioning — but it lacks an up-front contract, and unlike Sandler’s general viability, SPIN is often best employed for prospects who aren’t fully aware of their needs.</li> <li><a target="_blank" href="https://www.salesforce.com/blog/challenger-sales-methodology/" rel="noopener noreferrer"><strong>Challenger:</strong></a> In this system, a sales professional really drives the conversation, seeking to educate a prospect and firmly guide them to a conclusion. Less emphasis is placed on building relationships and more on controlling the narrative.</li> </ul> <p>(<a href="#h-what-you-ll-learn">Back to top</a>)</p> <h2 class="wp-block-heading" id="h-is-the-sandler-selling-system-right-for-your-team">Is the Sandler selling system right for your team?</h2> <p>If you’re seeking a sales system that is flexible and human-centric, the Sandler sales methodology might be a good fit for your sales team. For more than 50 years, sales teams have been employing this methodology to make selling easier, warmer, and more effective. That can be an especially powerful mix, both for your bottom line and if you’re facing prospects who need more of a human touch before making purchasing decisions.</p> <p>Before making the leap into the Sandler selling system, consider the market you serve and the nature of your sales team. Be sure to take advantage of Sandler’s training opportunities, and don’t be afraid to adopt what makes sense for your sales organization and leave what doesn’t. The key here is trust — believe in the system, support your sales team’s journey, and lean into the techniques designed to build rock-solid customer relationships.</p> <div class="layout-one wp-block-salesforce-blog-offer"> <div class="wp-block-offer__wrapper"> <div class="wp-block-offer__content"> <h2 class="wp-block-offer__title">State of Sales</h2> <p class="wp-block-offer__description">Discover insights from 5,500 sales pros on driving growth and standing out in a crowd.</p> <div class="wp-block-button"> <a class="wp-block-button__link" target="_blank" href="https://www.salesforce.com/eu/resources/research-reports/state-of-sales/?nc=701ed00000FNf8LAAT">Get the report</a> </div> </div> <div class="wp-block-offer__media"> </div> </div> <div class="wp-block-offer__graphics wp-block-offer__contour"></div>  <img decoding="async" class="wp-block-offer__graphics wp-block-offer__illustration" 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