A Quick Guide to Sandler Sales Methodology

What does the idea of set processes feel like to you? How about the idea of structured sales training programs

Well, you are in sales. So we can only imagine that this feeling of structure and “setness” is a positive one. It can be hard to find the right sales training, of course, but after you find one that works? That is an indescribable feeling. 

The thing is, you want sales training courses that work. The eBay sales training is one that you can rely on. 

So what about Sandler sales training? If you have been around for even a little while in sales, you have heard of Sandler sales training. Yet you might not know too much about it. 

What is the Sandler sales process? How about those Sandler sales training reviews? What do those say? How much does Sandler sales training cost? The Sandler sales training cost could be weighing heavy on your mind, as with any sort of investment. 

Or you could fall on the other end of the spectrum, unsure of whether you really need a sales training program or not. Can’t you just type “best books for sales” into your search engine, buy a couple and call it a day? 

No. No, you cannot. You need sales training to succeed in sales. And we are here to walk you through everything you need to know about Sandler sales training today. 

What is a Sandler Selling System?

David Sandler came up with The Sandler Selling System in 1967. So as you can imagine, he has a good bit of experience in training for sales. You can assume that he knows what he’s talking about now, and he did back then too. 

The Sandler Selling System highlights your sales reps as consultants, in stark contrast to the pesky, pushy salesperson that so many people have grown accustomed to. 

To take advantage of this strategy, your sales reps will learn how to ask the right questions as they go through the qualifying process. They go about it this way instead of bothering an uninterested consumer to buy your business’s product or service when they never wanted to in the first place. 

This approach prioritizes trust-building between your reps and your prospects. Your rep will collaborate and consult with your prospect to identify pain points and goals as soon as your prospect enters the qualification stage. 

What is the Sandler Sales Methodology?

The Sandler sales training methodology is the framework for Sandler sales training. It revamps the idea of training for sales to give you a solid shot at thriving in your market. 

The Sandler sales methodology extends the sales process, at least more so than you would find mention of in other sales methodologies and frameworks. 

Of course, you still want to convince your prospects into accepting a sales offer they cannot resist. But this methodology gives you (or your team) the room to do so without turning into an annoying sales rep who cannot take no for an answer. 

And like we said, your reps learn how to put their efforts primarily in the qualification stage of selling. This goes against the more traditional route of focusing on the closing stages of the sales process. 

With Sandler’s methodology, the relationship between your rep and your prospect matters. It lets both sides share an interest in the sale at hand. 

And you can classify the Sandler sales methodology into seven primary categories. 

7 Steps of the Sandler Selling System7 Steps of the Sandler Selling System

What are those categories? And don’t sales processes usually consist of a five-step process? 

We have those categories below, right now for you. 

As for that standard five-step sales process, it is just that: standard. Sandler sales training looks to take that typical approach out of the equation with its seven-step process. 

Those seven steps also fall under three broader categories: 

  • Establishing the relationship 
  • Prospect qualification 
  • Sales closing 

So let’s get into them so that you can have a better understanding of Sandler sales training and what it has to offer. 

1. Bonding and Rapport

“Bonding and rapport,” as the first step of Sandler sales training, is a part of the “establishing the relationship” category. 

This stage is all about building trust and focusing on a mutually beneficial relationship between your reps and your prospects. 

Your rep, at this point, should be asking questions about the business your prospect runs or works for. After being an active listener in this regard, they can discuss what solutions your business has to offer them and explain all the benefits of the said offering. 

More than anything else, this stage should have your sales reps focusing on communication. That communication shows that they want to form a working relationship with your prospect. And selling the product or service comes naturally after that. 

Up-Front Contracts

2. Up-Front Contracts

“Up-front contracts” also falls under the “establishing the relationship” category. 

In this second stage, you have already communicated with your prospect. Your relationship is starting to unfold with them here. And now, your rep gets to set the stage for all future communication that will happen between the two of them. 

Stage 2 here becomes your blueprint for all communication with your prospects later on down the line. You can also refer to this “blueprint” each time you talk to them for a subject reference. 

3. Pain

Now, we enter the broader stage of “prospect qualification,” per those three categories. 

As you know from our earlier discussion, members of your sales team are to focus on qualification above closing the sale. And this third stage is where you start to see that part of the methodology unfold in real-time. 

As the name of this stage suggests, your rep now starts figuring out customer pain points. So they should expect to start asking tons of questions now. 

These are not random questions by any means. Your rep has to look at them as specific tools that get them the information they will need. More than that, these questions dive deeper into the central issue at hand that is deterring your prospect from reaching their goals. 

It is a rare day you will find the center of your prospect’s pain points sitting at the surface. Your prospect might not even know why they are struggling themselves, so this is why digging deep is crucial. 

So identify that pain. And then you can continue. 

4. Budget

“Budget” also counts as “prospect qualification.” 

Now, your rep needs to ask for a specific number that will serve as your prospect’s budget. This is another way Sandler sales training differs from other training programs. 

With Sandler sales training, you are not coming right out and saying “Boy, do I have the perfect affordable product for you!” Instead, you get to identify if the number they provide will work with what you have to offer. 

Then, you have that budget right away for ease moving forward. If the number is too low, you can decide to eliminate your prospect from this qualification stage. And if you have custom services of products, your rep gets to decide how you can best customize those products or services for your prospect. Win, win. 

Making a decision5. Decision

“Decision” is the end of your “prospect qualification” category. 

It is where that second category starts to come together with a snap. Your rep can look at all the above four steps and decide: “Is it worth it, for both of us?” 

Your rep will now look back on prior conversations with your prospect. Do they check off all the boxes, all the requirements you have for them as a customer? 

Now you can get to that final category. 

6. Fulfillment

And here we are: you have entered the “sales closing” stage with “fulfillment.” 

In “fulfillment,” your rep’s goal is to ensure your now-qualified prospect feels satisfied or fulfilled. And it is not just about the prospect here; your rep makes sure every key decision-maker feels that way too. 

Then, it’s time for approval. Once everyone is happy, you can get those pens out. It’s time to sign the contract. 

7. Post-Sell

So you made a sale. Now what? 

Well, we can tell you right now that you don’t stop there. 

In “post-sell,” your rep will provide continual support for your buyer. They will double-check that your customer bought the right product or service for their needs. 

And if they see room for improvement, your rep can work to upsell and cross-sell here too. Of course, they upsell and cross-sell with the intention of helping your customer succeed still. 

How Will You Implement the Sandler Selling System?

The idea of implementing your Sandler sales training program still might feel a little intimidating to you. 

But we are here to help you figure out how to simplify that process. 

The number-one, most important thing to do here is to integrate the Sandler methodology into your holistic sales process. 

You can also take the independent stages and apply those concepts to other areas of your established processes. 

Finally, you want to adapt your Sandler sales training program to fit the needs of your business as best as you can. 


So why is it so important to adjust your Sandler sales training program to your individual company needs? 

Because your company is important. That’s why. 

And your company is unique. 

At Selling Revolution, we get that.