Sandler Sales Methodology: 7-Step Approach To Succeed In Sales


Sandler Sales Methodology: 7-Step Approach To Succeed In Sales

The sales process has evolved and will likely continue to do so. Sales representatives are in a better position than ever due to contemporary marketing tools and access to consumer profiles. However, several techniques have proven effective over time.

It seems unlikely that a 50-year-old sales approach would still be effective today.

The Sandler sales style has endured because it places an emphasis on qualifying prospects rather than just selling to them.

This methodology is crucial for sales representatives to think about because, according to 88% of salespeople who received Sandler training, their sales strategy improved.

Let’s explore what the Sandler Selling System is and how to apply it to your team in the sections below.

What is the Sandler Selling System?

The Sandler Selling System is a well-known sales methodology that places more emphasis on qualifying customers than convincing them to purchase a product. David Sandler first established it in 1967.

A consultative selling strategy is used in the Sandler sales methodology. The salesperson’s objective is to open a line of communication with the prospect in order to gain their trust and comprehend their needs, constraints, and decision-making process. They can then either reject the buyer or point them in the direction of the best course of action.

The concept behind the system is that although individuals love to buy, they detest being sold to.

This methodology is broken down into 7 parts, as opposed to the typical 5-step sales procedure.

The seven steps of the Sandler sales method are as follows:

These seven steps of the Sandler Selling System are divided into three main phases:

The 7 Steps of the Sandler Selling System?

You probably have questions at this point. How do I apply Sandler’s approach? What methods are used? You could even be interested in learning more in-depth solutions, such as how to execute without falling victim to groupthink. Let’s examine the Sandler process step by step before examining how to apply this strategy within your sales force.

1. Create a Rapport

Developing a relationship with your clientele is the first step. Open communication is emphasized by Sandler. The best course of action is to be open and honest about your goals and offerings. Find out how you may assist your clients by listening to them.

2. Upfront Contracts

You then develop ground rules that are beneficial to both sides. Depending on the nature of your firm, this can entail pre-contracts. It could simply just refer to defining your company’s function, creating a relaxed sales environment, or controlling customer expectations.

3. Recognize Pain

This procedure is a component of the prospect qualification stage. The objective at this stage is to pinpoint the prospect’s primary pain points.

Image Source – Sandler Pain Funnel

This phase becomes more significant in the Sandler sales methodology as lead qualification is given greater attention. The salesperson attempts to identify the prospect’s areas of trouble by asking well-phrased inquiries. Eventually, this will facilitate decision-making.

Consider how much time it would save if you could identify the prospect’s demands at this point and decline them without further discussion.

4. Set a Budget

It is useless to try to sell a customer a commodity or service they cannot afford. A defined budget cannot be increased through negotiation. Budget negotiations, however, are often saved till the very end of the sales process in many sales methods.

The client’s budget needs are identified early on using Sandler’s method. If we are much out of the client’s pricing range, this prevents wasting sales time. Also, when sellers talk about pricing on the first call, win rates are at their highest.

Keep in mind that, in addition to expenses, time and resource allocation may also have a crucial role.

5. Make Your Decision Path Clear

The prospect qualification process ends with this step.

In this step, a choice must be made after carefully reviewing all previous discussions and examining the prospect’s needs.

The sales representative will qualify the prospect and proceed to seal the deal if everything is in order. But if any obstacles are discovered during the aforementioned phases that show the prospect is not a good fit for the business, the sales representative will ultimately decide to drop the prospect.

6. Keep Up Your Promises

The final phase begins here.

You now have all the necessary information on the potential customer, therefore it’s time to persuade them by offering the right solutions.

By keeping in mind the data you gathered during the qualifying process, you attempt to satisfy their needs and pain points.

7. Share Post-Sales Information 

Deals might still fail after they are closed. This information ought to be common knowledge among sales representatives. Ensure that your client and you have open channels of communication. You’re less likely to lose customers to rival businesses if they know who to contact with any questions.

3 Steps to Implement Sandler Method

Three easy steps can be used to explain how to implement this strategy in your business.

1. Training

Prior to anything else, train your senior reps, trainers, or managers about the Sandler technique. These senior employees can then concentrate on customizing the techniques and teaching them to new hires.

2. Incorporation

Make room in your sales process for Sandler’s approach. Maybe your method will fit Sandler’s style perfectly. However, you might require major adjustments. It just depends on the specific conditions of your company.

3. Reinforcement

It’s time to reinforce the techniques after your staff has been instructed in them. Having your reps practice questions on forthcoming calls and track the results is one strategy. Reps will quickly switch to using these techniques full-time if they start to see an improvement in conversions.


The Sandler technique is a great strategy for salespeople and businesses who think that providing enormous value to each prospect is the best way to close the sale. It substitutes a spirit of friendliness and teamwork for the aggressive aspects of sales calls.

However, applying it strategically requires adequate training, competence, and professional skill. But do not fret.

We at Dealsinsight can implement the Sandler sales methodology to bring in more qualified sales leads to your business. 

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