Introduction to Sandler Training

By Mirza Ahsanul Hossain

Marketing Associate
The Beginner's Guide to the Sandler Selling System

 
If you're anything like me, you love systems and processes.
In fact, I think most sales representatives enjoy a solid methodology even more than I
do.
A popular sales method, the Sandler Selling System, has been around for over 50
years. Essentially, this system emphasizes qualification rather than closing.
As a sales rep, this is an important methodology to consider because 88% of
salespeople with Sandler training said their sales strategy improved.
Additionally, 50% more salespeople hit quotas than those without Sandler.
Below, let's dive into what the Sandler Selling System is and how to implement it on
your team.
 What is the Sandler Selling System?

Sandler is a full-service professional development and training organization

serving large multi-national companies as well as small- to mid-sized businesses.
Sandler offers a full suite of results-driven training solutions designed to address a
wide range of business issues in sales, management and leadership.
One of the key principles for sales success is to have a clear set of rules and
philosophies your reps can follow. No matter what field you’re working in, staff need
structure and guidelines – as in “sales methodology” – to follow so they know how to
approach the sale, and so they can work in harmony to present consistent messages to
the prospect.
This means you need a sales methodology.
 What is a Sales Methodology?

A sales methodology is a set of rules for how you sell your products or services to
customers. It’s a philosophy of selling, often based on a particular belief about
customer psychology. It defines how you should approach prospects and the kind of
things that you should say to them. It offers a framework for how your rep should
approach the client and win the deal. If it’s working well, all your reps should be
approaching clients with consistent style and messaging.
There’s no right or wrong methodology. The best methodology for you will depend on
your market and your business.
 
If you have a complex mix-and-match product range, then you might, for example,
want your reps to act as consultants, helping the client find the best bespoke solution.
 The Sandler Selling System

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.
Essentially, the Sandler approach to sales is unique because it prioritizes building mutual
trust between salespeople and prospects. During this process, the sales rep will act as an
advisor and ask questions to assess the majority of obstacles right away in the
qualification stage.
Emma Brudner, a former Marketing Director at HubSpot, says, "If the rep discovers that
their offering won't truly address the potential client's concerns, they won't waste time
convincing them that it actually does — they'll simply abandon the process. Rather than
the seller convincing the buyer to buy, the buyer is almost convincing the seller to sell."
 Steps in the Sandler Selling System
While the Sandler sales process might look similar to a traditional selling system at
first glance, the emphasis is on the qualification stage rather than the closing
stage.
The process has three overall stages but is broken down into seven steps. The
three stages are: building a relationship, qualification, and closing the sale. Let's
dive into the step-by-step guide below.
Sandler Selling System
1. Bonding and rapport building.
2. Up-front contracts.
3. Pain.
4. Budget.
5. Decision.
6. Fulfillment.
7. Post-sell.
 Steps in the Sandler Selling System (contd)

1. Bonding and rapport building.

During the first stage of relationship building, the first step is to establish a bond with
your prospect. This should encourage open and honest communication.
2. Up-front contracts.
The second step in the relationship-building process is to establish roles and set
expectations. During this phase, it's important to set ground rules and create a
comfortable environment within which to do business.
3. Pain.
This third step moves us into the second stage of the system – the qualification phase.
Now that you've built rapport and set expectations for how this sales process will
work, it's time to dive in and uncover the problems your prospect has.
This part of the conversation will help you identify the pain points and reasons why
your product or service can help this prospect.
 Steps in the Sandler Selling System (contd)

4. Budget.
Normally you might see this component of a sales conversation toward the end of
the process, but in the Sandler Selling System, you'll discuss the budget during the
qualification phase. If your prospect can't afford your product, there's no point
wasting your time trying to sell it to them.
During this part of the qualification process, you'll discover if your prospect is willing
and able to invest the time, money, and resources needed to fix their problem.

5. Decision.
The last part of the qualification phase is to discuss the decision-making process.
Find out who, what, where, why, and how the prospect wants the buying process to
go.
 Steps in the Sandler Selling System (contd)
6. Fulfillment.
Moving on to the closing stage of the process, this is when you'll propose your
product or service as the solution to the prospect's problem. Your proposal will
fulfill their requests, specifically about the budget and the decision-making process.
Don't forget to use everything you've learned during the qualifying process in your
proposal.

7. Post-sell.
At this point, it's time to seal the deal. Establish the next steps and prevent the loss
of the loss to the competition or buyer's remorse.
Now that I've discussed what the Sandler Selling System is, you might be
wondering, "How do I implement this at my company?"
Let's review how to train with the Sandler system on the next slide.
 Sandler Selling System
Opportunity Identification, Qualification, Close, Manage

Qualification Steps

1. Bonding & 2. Up-Front 3. Pain 4. Budget 5. Decision 6. Fulfillment 7. Post-Sell

Rapport Contracts • Begin • Continue • Complete • Begin Closing • Close and
• Establish the • Setting Qualification Qualification Qualification • Present the secure the deal
Relationship Expectations • Understand the • Gain clarity • Understand solution that solves • Establish the
• Build Trust • Taking and needs of your Investment when & how the clients path for future
Maintaining prospect/client available (time, decisions are challenges and business
Control of the • Define money, and made and who pain
Sales Process implications resources) makes them

Winning the opportunity occurs

between Steps 1 and 5

© 2015 Sandler Systems, Inc. All rights reserved. Sandler and S Sandler Training (with design), are registered service marks of Sandler Systems, Inc.
 Sandler Selling System as a Submarine

As a visualization, the Sandler system is best represented by the image of a submarine.

According to the website: 
"When David Sandler was developing his selling system, he chose the imagery of a
submarine to communicate his vision.
He was inspired by watching movies about World War II, when submarines were
attacked, to avoid flooding, the crew moved through each compartment, closing the
door of the previous compartment behind them.
The Sandler Selling System requires the same procedure to avoid ‘disaster' on a sales
call. Your goal is to move through each compartment, or step of the selling system, to
arrive safely at a successful sale."
 Sandler Success Triangle
• ATTITUDE is at the top of
the success triangle
because it drives
performance
• BEHAVIOR translates
positive thoughts to
actions
• TECHNIQUE is what will
make your company more
effective when they are in
front of clients

Sandler provides the initial and advanced strategies and tactics (techniques) needed to
succeed along with training on attitudes and behaviors necessary to reach the highest
levels of success, both personally and professionally.

© 2015 Sandler Systems, Inc. All rights reserved. Sandler and S Sandler Training (with design), are registered service marks of Sandler Systems, Inc.
 Conclusion
The Sandler Selling System isn't the only one around, but it's one of the best
systems for getting to know your prospects. This system provides a great
opportunity to truly qualify your prospects so you sell to the right people.