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Understanding the Sandler sales methodology: A comprehensive guide

Published on
Jul 5, 2024


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88% of sales reps trained in Sandler methods said their sales strategy improved. But how exactly do you go about a sales approach that prioritizes long-term relationships and consistent results? In this blog, we will talk about the core principles and techniques that make the Sandler sales methodology so effective. Let us begin with the basics.

What is the Sandler sales methodology?


Forget those old-school, pushy sales tactics- Sandler sales methodology is not about that. At its core, this approach is about creating a true win-win scenario. It involves asking the right questions, actively listening to their concerns, and addressing their pain points honestly and transparently.

It is a completely different way of thinking about sales, developed by David H. Sandler back in the 60s. Instead of focusing on fancy scripts or pressure tactics, Sandler is all about building real relationships with your prospects. It is about understanding their needs on a deeper level and guiding them as a trusted advisor throughout their decision-making process.

Over time, the Sandler sales methodology has continued to adapt to how people buy things, but the core ideas have not changed. It is still about three things:

  • Building strong relationships: This means listening to your customers, understanding their challenges, and showing them you are on their side.
  • Qualifying prospects: Sandler does not want you to waste time chasing after leads who are not a good fit. It gives you tools to figure out if your solution is really right for them.
  • Identifying hidden pain points: Sometimes, customers do not even realize what their biggest problems are. The Sandler sales training methodology helps you ask the right questions to figure that out, so you can offer solutions that truly help.

The Sandler selling method might seem a little confusing at first, but it has a proven track record of creating lasting customer relationships, increasing sales success rates, and boosting overall customer satisfaction.

Sandler sales methodology: A step-by-step implementation guide

The Sandler sales training methodology is not a one-size-fits-all approach. Instead, it guides you through a structured process, making sure you build trust, find out prospect needs, and ultimately help them make an informed decision. Let us take a look at each step:

  1. Bonding and building rapport 
  2. Establishing upfront contracts
  3. Identifying prospect pain points
  4. Addressing budget and affordability
  5. Clarify prospect’s decision-making process
  6. Focusing on fulfillment
  7. Moving on to post-sell protocols

Now, we will break down what each step means into easy-to-follow actionable insights:

1. Bonding and building rapport 


Building trust from the very beginning is crucial in Sandler. It is about connecting with the prospect as a person, not just another potential client. This establishes a foundation for improved sales team collaboration and open communication.

How to do it:

  • Ask genuine questions about their interests or challenges.
  • Find common ground, even if it is outside of business.
  • Be authentic, approachable, and show genuine curiosity.
  • Actively listen and respond thoughtfully to their responses.


  1. Thanks for taking my call today. How are things going on your end?
  2. I noticed you are involved in [industry event/association]. What has your experience been like there?
  3. Before we dive into business, I would love to hear a bit about your background and how you got started in this field.
  4. What is the most rewarding part of your job?
  5. What do your day-to-day work activities look like?

2. Establishing upfront contracts

Imagine going on a road trip without a map or a destination. It would be chaotic, right? Upfront Contracts are like a roadmap for your sales conversation. They refer to the agreement between you and your prospect about what will take place before you begin your interaction. Naturally, this sets clear expectations and prevents misunderstandings.

How to do it:

  • Clearly state the purpose of the conversation.
  • Outline the agenda for the meeting or call.
  • Ask for the prospect’s expectations and concerns.
  • Get agreement on the next steps and timeline.


  1. I want to make the most of our time together today. Would you be open to sharing your goals for this conversation?
  2. Is there anything specific you are hoping to get out of our discussion today?
  3. What are your expectations for our next steps if we determine this could be a good fit?
  4. Realistically, what is the timeframe you are working with for making a decision on this?
  5. Are you the sole decision-maker, or are there other people involved in this process?

3. Identifying prospect pain points


This is the heart of the Sandler sales methodology. It is about truly understanding the prospect’s pain points- the challenges, frustrations, and problems they are facing. By unearthing the root cause of their pain, you position yourself as an advisor who can offer tailored solutions.

How to do it:

  • Ask open-ended questions that encourage deeper discussion.
  • Listen attentively and ask clarifying questions.
  • Get to the quantifiable impact of their pain, be it lost revenue, wasted time, or missed opportunities.
  • Show empathy and let them know that you understand their struggle.


  1. Can you tell me about the biggest challenges you are facing right now in [specific area of their business]?
  2. What has been the impact of [specific problem] on your team or your company’s overall goals?
  3. How long have you been dealing with [specific problem], and what have you tried so far to address it?
  4. What is the cost of inaction here? What happens if you do not solve this problem in the near future?
  5. If you could fix one thing in your business, what would it be?

4. Addressing budget and affordability

The Sandler selling method believes in addressing the budget early on. It is not about being pushy, but about making sure you are spending your time on qualified prospects and tailoring solutions that fit their financial reality.

How to do it:

  • Ask about their budget for solving this problem.
  • Discuss the potential return on investment (ROI) your solution can provide.
  • Avoid revealing your pricing too early; focus on establishing value first.
  • Be prepared to walk away if their budget does not align with your solution.


  1. This all sounds important, but I know budget is always a consideration. What range are you thinking about for a solution like this?
  2. Have you set aside any funds specifically for addressing this challenge?
  3. Would you be willing to share what you have spent in the past on similar solutions?
  4. If we could find a solution that significantly improved [specific metric], what would that be worth to your company?
  5. Let us talk numbers- what kind of return on investment (ROI) would you need to see to justify a new investment?

5. Clarify prospect’s decision-making process

Ask the important questions. Who makes the decisions? What is their process? The Sandler sales methodology asks you to find out the decision-making process early on. This helps you identify key stakeholders, anticipate potential roadblocks, and ultimately guide the prospect towards a decision.

How to do it:

  • Ask who else needs to be involved in the decision.
  • Identify their decision criteria and timeline.
  • Understand any potential roadblocks to a decision.
  • Offer to help them get through the decision-making process.


  1. I am curious, who else at your company would be involved in making a decision like this?
  2. What is your typical decision-making process for implementing new solutions?
  3. Is there a specific timeline you have in mind for making a decision?
  4. Are there any potential roadblocks or hurdles I should be aware of that might affect the decision-making process?
  5. What kind of information or support can I provide to help you make a decision that is best for your company?

6. Focusing on fulfillment

Congrats, you have closed the deal. But the Sandler journey does not end there. Fulfillment is all about making sure your solution is successfully implemented and the prospect is happy. This strengthens the relationship and opens doors for future opportunities.

How to do it:

  • Clearly outline the steps involved in implementing your solution.
  • Set clear expectations for timelines and communication.
  • Proactively address any concerns or questions.
  • Follow up regularly to ensure customer satisfaction.


  1. Now that you have decided to move forward, what are your expectations for the onboarding and implementation process?
  2. What kind of support or resources would be most helpful for your team during the transition?
  3. What are your success metrics for this solution? How will you measure its effectiveness?
  4. Are there any specific concerns you have about implementation or potential challenges you anticipate?
  5. How can we best communicate and collaborate during the implementation phase?

7. Moving on to post-sell protocols


The Sandler sales methodology believes in the power of ongoing relationships. Keep in touch with your prospect, offer after-sales follow-up support, and look for ways to add value even after the sale is complete. This can lead to repeat business, referrals, and lasting partnerships.

How to do it:

  • Schedule regular check-ins to see how your solution is working.
  • Offer resources or advice related to their industry.
  • Ask for referrals and testimonials.
  • Celebrate successes and milestones together.


  1. How is everything going with the implementation? Have you run into any unexpected challenges?
  2. Are there any specific results or improvements you have noticed since implementing our solution?
  3. Is there anything else I can do to support your success?
  4. Would you be willing to share your experience with others as a testimonial or case study?
  5. Are there any other areas in your business where you see potential for improvement that we could discuss?

5 key techniques of Sandler solution selling

Beyond its unique philosophy, the Sandler sales methodology gives you practical tools to amp up your sales conversations. Here are three techniques that go beyond traditional sales tactics:

1. Reversing

Reversing is the art of responding to a question with another question. It may seem counterintuitive, but this technique allows you to get valuable information while keeping the prospect engaged.


  • Prospect: “Can your software integrate with our existing CRM?”
  • You: “That is a good question. What specific CRM are you currently using, and what are the key features you rely on?”

By reversing the question, you not only gather information about the prospect’s tech stack but also find out their priorities and potential pain points around CRM integration.

2. Negative-reverse selling

Negative-reverse selling involves pointing out potential reasons why your solution might not be the perfect fit for the prospect right now. It sounds a bit strange, but this approach can actually encourage the prospect to reconsider their objections and think more deeply about their true needs. Here is how to go about it:

  • Strategic timing: Do not jump into negative reverse selling right away. Use it thoughtfully, especially when you sense hesitation from the prospect or anticipate a potential objection. Practice beforehand so it feels natural.
  • Start with empathy: Acknowledge the prospect’s concerns or hesitation before presenting the negative aspect. For example, you could say, “I understand budget is a major consideration for you…” This shows you are listening and creates a more open dialogue.
  • Present the potential downside: Be direct but tactful. Explain why your solution might not be the best fit for them right now. This could be due to their budget, the size of their team, or specific features they might not need.
  • Listen and respond: Pay close attention to their reaction. If they push back or disagree, this could be a sign that they are more interested than they initially let on. Have thoughtful responses ready to address their concerns and further qualify them as a potential customer.


  • Prospect: “Your product seems interesting, but I am not sure if it is the right scale for our small team.”
  • You: “Given your team’s size, our enterprise-level solution might be more robust than you currently need. Would it be helpful to explore some individual-level options that better align with your current needs and budget?”

By acknowledging potential drawbacks, you establish credibility and express a genuine desire to find the right fit for the prospect. This can also open a discussion about potential upsells in the future, once the prospect’s needs expand.

3. Pain funnels


Pain funnels help you find out the root cause of the prospect’s pain points. Instead of accepting surface-level complaints, you dig deeper to understand the underlying issues and the impact they have on the prospect’s business.


  • Prospect: “We are struggling to generate enough leads.”
  • You: “Okay, could you please help me understand what you have tried so far to address that? And what specific impact does this lack of leads have on your revenue or growth goals?”

By asking a series of probing questions, you realize the full extent of the problem. From there, you can tailor your solution and focus on the specific benefits that will resonate most with the prospect.

4. Posturing

This technique involves strategically positioning yourself as an equal partner rather than a subordinate vendor. It involves asking questions that challenge the prospect’s assumptions and demonstrate your expertise.


  • Prospect: “We are looking for a comprehensive software solution that integrates with our existing systems.”
  • You: “I understand that integration is important. Can you share more about the specific systems you are currently using and the pain points you are experiencing with them?”

By asking a clarifying question that subtly challenges their understanding of “comprehensive” and focuses on their specific pain points, you establish yourself as a knowledgeable advisor rather than just a vendor trying to make a sale.

5. Understanding the Dummy Curve

The Dummy Curve is a visual representation of the typical emotional journey a prospect goes through during a sales process. Understanding this curve helps you anticipate and navigate the prospect’s changing emotions.


  • Prospect: “Can you explain how your product’s pricing works? It seems a bit complex.”
  • You: “I’ll be happy to. Could you elaborate on what seems confusing to you? That will help me explain it better.”

By acknowledging a knowledge gap and inviting the prospect to explain their confusion, you create an opportunity to better understand their concerns and tailor your explanation accordingly. This also builds trust and rapport, as the prospect feels heard and valued.

Why implement the Sandler sales methodology?

Does the Sandler sales methodology actually work? In a word, yes. Companies who adopt this methodology see real, tangible results that impact their entire sales process. Here is what you stand to gain:

1. Stronger prospect qualification

Tired of wasting time chasing down leads who are never going to buy? The Sandler selling method helps you cut through the noise and quickly identify the prospects who are a good fit for your solution. This means you can spend more time building relationships with people who are genuinely interested, ultimately boosting your chances of closing the deal.

2. Improved buyer-seller relationships


No one likes feeling pressured or manipulated into a purchase. The Sandler sales methodology flips the traditional sales script, encouraging you to build genuine connections with your prospects. By actively listening, understanding their challenges, and positioning yourself as a trusted advisor, you establish relationships that lead to long-term success.

3. Increased win rates

When you focus on building trust, understanding your prospect’s needs, and offering solutions that genuinely help them, the “yes”-es come more naturally. The Sandler sales methodology helps you avoid discounts and price wars by getting the budget-related conversation out of the way in the very beginning. This helps you win deals based on the real value you provide. It saves you from a cycle of disappointment in negotiations.

4. Shorter sales cycles (in certain sales environments)


In complex sales environments where building trust and thoroughly understanding the prospect’s needs is important, the Sandler sales methodology can actually help you close deals faster. By addressing concerns and clarifying expectations early on, you avoid unnecessary conversations and move the process along smoothly.

5. Reduced reliance on discounts to close deals

Many sales teams rely on discounts to get prospects over the finish line. But this approach hurts your sales target and can undervalue your solution. Sandler equips you with the skills to communicate your value clearly and confidently, so you do not have to resort to price cuts to make the sale.

6. Enhanced sales team confidence


Having a proven system to rely on is a game-changer for confidence. When your team knows how to get through every stage of the sales process, handle objections effectively, and build rapport with prospects, their confidence soars. This positive mindset leads to more persuasive conversations and, ultimately, more closed deals.

7. More predictable sales results

Let us be honest, not knowing what is really going on in your sales pipeline is a nightmare. You are left guessing, hoping for the best, and sometimes facing unpleasant surprises. Sandler gives you a roadmap- a clear, repeatable process that helps you spot potential roadblocks before they become problems. You can finally get a handle on those forecasts and feel more confident in your projections.

Sandler sales methodology case studies

While the theory behind the Sandler selling methodology is compelling, seeing how it works in real-world scenarios can be even more impactful. Let us see how two companies successfully applied the Sandler methodology to overcome challenges and achieve big improvements:

Example 1: Forterra- Regaining profit in a downturn


In the wake of the 2008 housing crisis, Forterra, a construction company, faced a daunting challenge. Their sales had plummeted, and their team was demoralized. The traditional “push harder” approach was not working, and morale was at an all-time low. CEO Karl Watson, initially skeptical of sales training, eventually decided to explore the Sandler sales methodology as an option. The results were nothing short of transformational. 

By adopting Sandler’s customer-centric methodology, Forterra not only saw an improvement in its sales team’s performance, but also tangible financial gains. In just one example, a monthly sales competition showed that the new techniques prevented unnecessary price reductions, saving the company $30,000 per month

Example 2: Symantec- Aligning a global sales force


A global cybersecurity giant, Symantec, faced a challenge familiar to many large sales organizations- inconsistent messaging and a “fluffy” pipeline filled with potential deals that were not realistic or likely to close. This lack of transparency meant forecasting a nightmare and left real opportunities lost in the mix.

By implementing the Sandler sales methodology, Symantec created a unified sales language across its 1,600-person global team. They were able to address inconsistencies in their sales process and equip reps with a clear, consistent message. The results were striking: a significant reduction in the number of deals that stalled and an increase in predictability and accuracy of quarterly forecasts. 

Comparing Sandler with other sales methodologies

Feature / Aspect Sandler BANT MEDDIC SPICED Command of the Message
Primary goal Building trust and ensuring mutual fit Making sure leads meet basic criteria for sales engagement Deep qualification to confirm alignment and commitment from all decision-makers Developing a deep understanding of customer's needs and decision process Crafting compelling sales messages that align with customer's values and needs
Key components Bonding and rapport, Upfront contracts, Pain, Budget, Decision, Fulfillment, Post-sell Budget, Authority, Need, Timing Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, Champion Situation, Pain, Impact, Critical Event, Decision Process Situation, Pain, Impact, Solution, Value, Proof
Aspect Sandler BANT MEDDIC SPICED Command of the Message
Sales cycle Continuous and adaptive Early-stage lead qualification Early to mid-stage, focusing on understanding and qualifying prospects deeply Early-stage lead qualification through to understanding detailed needs Entire sales process with a focus on crafting messages and value propositions
Methodology approach Iterative and adaptive Structured and checklist-based Structured with emphasis on thoroughness Structured but flexible Structured with emphasis on communication and value demonstration
Training complexity Moderate to high Low to moderate High Moderate High
Customization High Low to moderate High Moderate High

Best practices for implementing the Sandler sales methodology

Implementing the Sandler sales methodology is not just about reading a book or attending a single training session. Successful implementation of the Sandler methodology takes a bit more effort. Here is a breakdown of some best practices to make sure the Sandler sales methodology truly improves your sales game:

1. Comprehensive Sandler training

Look for a comprehensive program that goes beyond the basics and gives your team hands-on practice with Sandler techniques. It is a mindset shift, not just a new script to memorize. So, a certified provider with a proven track record of success would better understand your industry and offer personalized coaching and support to make sure your team internalizes the Sandler system properly.

2. Integrating into your CRM

Your CRM is a treasure trove of information, so make sure your Sandler approach works hand-in-hand with it. You can customize fields to track Sandler-specific metrics like pain points or decision criteria. This helps you stay organized and measure how the methodology impacts your sales pipeline.

3. Ongoing support and coaching

Implementing the Sandler sales methodology is a journey, not a destination. It takes time for the techniques to become second nature. Make sure your team has access to ongoing coaching and support. This could be through follow-up workshops, one-on-one sessions, or even online resources and communities.

4. Role-playing and practice

The Sandler sales methods’ unique techniques can feel a bit unusual at first. Practice is key to making them feel natural and authentic. Encourage your team to role-play different scenarios, experiment with reversing and negative reverse selling, and give each other constructive feedback.

5. Adapting to your sales process

The Sandler sales methodology is not a rigid, one-size-fits-all system. Instead of forcing a complete overhaul of your existing sales process, find ways to integrate Sandler principles into your unique workflow. This might mean adapting your sales stages or tweaking your scripts, but the goal is to improve what is already working, not replace it.

6. Patience with the process

Changing ingrained habits takes time and effort. Do not expect overnight results. Welcome the learning process, celebrate small wins, and encourage your team to experiment and refine their Sandler skills. The long-term payoff is always worth it.

5 tools to enhance Sandler sales methodology implementation

Sandler is a very effective methodology, but implementing it across your team takes more than just knowledge. These tools can help with training, provide actionable insights, and support your team in adopting Sandler principles:

1. Oliv


Oliv is an AI-powered sales assistant, designed to guide and coach sales reps in real-time during calls. By analyzing conversations and CRM data, it helps reps apply the Sandler sales methodology principles in real-time, ultimately improving performance and boosting close rates.

How Oliv helps:

  • Provides real-time suggestions for asking effective questions and handling objections.
  • Stores past call recordings to analyze tone and sentiment and identify potential areas for improvement in communication and rapport-building.
  • Offers post-call insights on areas where reps excelled or could further refine their approach.

2. Gong


This conversational intelligence platform gives you a deep dive into your sales discovery calls. Gong records, transcribes, and analyzes interactions, providing valuable insights into what is working and what is not.

How Gong helps:

  • Identifies patterns in your team’s conversations and points out areas where sales techniques are being applied effectively.
  • Compares top-performing reps’ conversations to pinpoint successful strategies for rapport building and helping with pain points.
  • Tracks the use of sales-specific language and phrases that helps monitor Sandler adoption and provide targeted coaching.

3. Evernote


This versatile note-taking app makes it easy to organize critical sales information. It makes sure you capture and reference key details as per the chosen methodology. With its flexibility, Evernote is a great tool for keeping track of the various elements involved in Sandler’s customer-centric approach.

How Evernote helps:

  • Creates templates for documenting upfront contracts, pain funnels, and decision criteria.
  • Captures key details from sales calls and interactions for future reference.
  • Tags and categorizes meeting notes for efficient organization and easy access to important information.

4. Loom


Loom lets your sales team master the art of effective communication and build stronger customer relationships. By recording and sharing video messages without difficulty, Loom helps sales reps apply Sandler sales methods and principles in a practical, engaging way.

How Loom helps:

  • Record role-playing scenarios to practice reversing, negative reverse selling, and other Sandler techniques.
  • Share recordings with sales managers or peers for personalized feedback and coaching.
  • Create a library of tried-and-tested Sandler conversations for reference and training.

5. Sandler Online Training Portal


Think of this as your one-stop shop for all things Sandler. It is a digital treasure trove of resources and a great way to keep your team engaged and motivated. While not strictly a separate tool, the Sandler Online Training Portal provides a wealth of resources that help with continuous learning.

How the Sandler Training Portal helps:

  • Go through key concepts and refresh your team’s knowledge with on-demand training modules and webinars.
  • Access additional resources like articles, case studies, and best practice guides.
  • Connect with a community of Sandler users to share experiences and learn from others.

Incorporating these tools into your sales process allows your team to master the core principles of the Sandler sales methodology and achieve consistent, sustainable results.

How to prepare for adopting the Sandler sales system?

As we discussed, the Sandler sales methodology is not just another sales tactic- it is a philosophy shift that asks you to build genuine relationships with prospects and close deals based on trust and value. 

Here is a quick recap of the key Sandler principles:

  • Build rapport and trust as the foundation of every sale.
  • Qualify leads properly across the entire process.
  • Identify the root cause of the prospect’s pain points.
  • Set clear expectations and agreements from the beginning.
  • Focus on outcomes, not just features.
  • Position yourself as a trusted advisor, rather than being pushy.

If the traditional “hard-sell” approach is just not working out for your team and you want a more sustainable, fulfilling way to sell, the Sandler sales methodology might be the perfect fit for you. Book a free demo with Oliv to find out how AI-powered conversational intelligence can support your Sandler journey.

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