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I'm a marketer, and selling isn't my strongest skill. Yet, the Sandler Selling System supports me in this area.
Everyone appreciates a good recipe, right? Similarly, salespeople do well with a proven sales strategy. The Sandler Selling System has been guiding sales teams for over 50 years. It teaches them to understand their customers better instead of just rushing to sell.
If you work in sales, getting to know the Sandler Selling System could really help you.
Let's explore what this sales method involves and how it can boost your team's performance.
Understanding the Sandler Sales Method
The Sandler Sales Method was created by David Sandler in 1967. He saw three big problems in his old sales style:
- Spending too much time with people who weren't a good match
- Giving out free advice with no return
- Facing quick rejections or slow, uncertain agreements
David Sandler’s solution? Act as a consultant, not a pushy salesperson. Instead of just selling, he focused on helping buyers fix their problems. This approach built trust. When buyers felt understood, they were ready to close the deal because they saw real solutions to their issues.
The Sandler Method has seven steps, but it centers around three main stages:
Building Relationships
Be honest, ask questions, and build trust. This shows buyers you’re here to help, not just to sell.
Qualifying
Not every buyer is a fit. Find people you can truly help and focus on them.
Closing
When you focus on helping buyers with their needs, they will likely say yes. There's no need to pressure them.
David Sandler believed that if your product is valuable, you don’t have to force a sale. Buyers will want to work with you. With the Sandler approach, 50% more salespeople meet their sales goals than those who don’t use it.
What Makes the Sandler Sales Method Different?
David Sandler created the Sandler system to stop the usual “buyer-seller dance.” This happens when buyers and sellers work against each other.
Sandler noticed that buyers often feel they are being pushed into a sale. That’s why they put up defenses. They start negotiating hard, looking at other options, and delaying decisions.
The Sandler method breaks this cycle. Instead of pushing the buyer, like some methods, Sandler focuses on teamwork. Sales reps work with the buyer, not against them.
In the Sandler system, sales reps act more like consultants. They don’t push products. Instead, they build trust. They learn about the buyer’s problems and offer real solutions. This way, the salesperson becomes someone the buyer can rely on.
Another difference is the focus on being patient. High-pressure tactics don’t fit with the Sandler style. Instead of “Always Be Closing,” the Sandler way is “Always Be Consulting.” Build relationships rather than push for a sale.
The goal is the same as in other sales models, such as the Challenger Sales Model, to make the sale. But with Sandler, the process is about working together, and it’s often more effective.
7 Steps in the Sandler Sales Method
David Sandler designed the Sandler Sales Method with a simple idea: salespeople should approach the process quietly, like a submarine working under the radar.
This method focuses on creating strong, trust-based relationships rather than hard-selling. Here’s a breakdown of Sandler’s seven steps to successful selling:
1. Build a Personal Connection
Start by connecting with your prospect on a personal level. Don’t just focus on the sale—show that you care about them as a person. Use their name, ask about their job, and add a bit of humor to make them feel at ease. Building trust makes the rest of the process much easier.
2. Make Sure You’re on the Same Page
Surprises can derail a sale. To avoid this, use what’s called an “Up-Front Contract” to agree on the purpose and goals of each meeting. Outline the plan for your time together, including each of your goals, the meeting’s length, and what each of you expects to happen.
3. Learn Your Prospect’s Problems
Shift the focus to learning about your prospect’s problems instead of jumping into your product pitch. Ask questions that help them open up about what’s bothering them, what they’ve tried, and how their business is affected. Understanding their pain points will help you find the right solution.
4. Discuss Their Budget
Not everyone is a good fit financially. Make sure they can afford what you’re offering by openly talking about budget and resources. Ask simple questions like, “What’s your budget for this type of project?” and “What factors influence your spending?” This helps both of you know if moving forward makes sense.
5. Understand the Decision-Making Process
Get to know how decisions are made in their company. Ask about who’s involved, how long the process usually takes, and what factors matter most to them. This can prevent unexpected roadblocks later on.
6. Present Your Solution
Now it’s time to show how your product or service solves their problem. Keep it simple and focus on their key needs. Make sure they’re comfortable with the plan. If they have concerns, address them clearly.
7. Follow Up After the Sale
After they buy, don’t disappear. Check in to make sure they’re happy with the solution and address any issues that come up. This keeps them satisfied and encourages long-term loyalty.
Here are other popular sales methodologies that sales teams frequently use to engage clients and drive results.
How to Start Using the Sandler Sales Method?
If you think the Sandler Sales Method is right for your business, here’s how to get started:
Enroll in Sandler Sales Training
Sandler sales training is a hands-on program designed to change the way your team sells. The training includes online courses, tools, and assessments that work for both traditional and tech-driven workplaces.
Through this program, your team will learn essential sales skills, from closing deals and understanding customer needs to growing accounts. The training also covers effective sales strategies that help build confidence and improve their approach.
Using Distribute to Enhance the Process
Another way to apply the Sandler method is by using a tool like Distribute. Distribute automates note-taking in meetings and saves transcripts, so you never miss important details.
It captures insights from your meetings, helping you keep track of key information about prospects, and improves your sales velocity by keeping essential details organized and accessible.
Here’s what Distribute can do for you:
- Organizes sales conversations with summaries, bullet-point notes, and action items.
- Creates dedicated digital sales rooms for each prospect, keeping all info in one place.
- Offers an AI-powered assistant for instant notes and content creation.
- Integrates with 40+ tools, like CRMs, to keep all sales notes connected and easily accessible.
Conclusion
The Sandler Selling System offers a simple approach to selling that centers around the customer. It moves away from pushy sales tactics. Instead, it focuses on honest conversations and solving real problems.
This method helps salespeople build trust and connect better with potential clients. It guides them to find people they can actually help and build solid relationships over time.
If you want a fresh way to sell or improve your team's results, the Sandler method is a good option. It gives a clear, step-by-step path to build meaningful connections that benefit both sides.
Adding a tool like Distribute makes this approach even easier. It organizes notes, keeps track of details, and cuts down on repetitive tasks. This way, you can spend more time focusing on what your clients need.
