Exploring the Sandler Selling Method: A Detailed Guide

Exploring the Sandler Selling Method: A Detailed Guide

If you’ve ever felt overwhelmed or lost in the world of sales techniques, you’re not alone. There is indeed a whole ocean of selling systems knocking your door, with promises of results and effectiveness. However, none have stood the test of time quite like the Sandler Selling Method. This tried and tested approach has transformed the way countless businesses and individuals approach sales, offering a fresh and compelling alternative to traditional methods. In this article, we’ll go deep into the Sandler Selling Method, exploring all its nooks and crannies, and how it can potentially revolutionize your sales strategy.

Understanding the Sandler Selling Method

The Sandler Selling Method, named after its founder David Sandler, flips the traditional sales model on its head. Instead of relying on pushy, aggressive techniques, this approach advocates for a respectful, consultative interaction with the prospect. The sales professional acts more like a trusted advisor than a pushy salesperson, helping the potential client identify their needs and determine if the offered solution is a good fit.

The Core Principles

The Sandler Selling Method rests on a foundation of transformative principles that challenge conventional sales wisdom.

1. Buyer is the Decision Maker: Instead of pressurizing the prospect into buying, the Sandler Selling Method asserts that the buyer is the ultimate decision-maker. The salesperson’s role is to provide all the necessary information and guide the decision-making process.

2. No Need for Presentation Until Necessary: Unlike traditional sales methods where the salesperson presents the offer at the onset, Sandler Selling Method requires understanding the client’s needs and situation first. Presentation and proposal come only after thorough qualification.

3. Embrace ‘No’: Sandler trained salespeople are comfortable with rejection. They believe a quick ‘No’ is better than a delayed ‘NO’, saving time, energy and resources.

The Sales Process

The Sandler Selling Method involves a distinctive seven-step process, dubbed the ‘Submarine’.

1. Bonding and Rapport: This initial phase involves breaking the ice, building trust, and establishing a relationship.

2. Up-Front Contract: Here, the ground rules for the interaction are established, setting mutual expectations and ensuring both parties get something valuable from the interaction.

3. Pain: This step involves identifying the client’s business problems that need attention – their ‘pain’ points.

4. Budget: The salesperson uncovers the prospect’s budget and sees if the solution fits within it.

5. Decision: The prospects’ decision-making process and criteria are identified.

6. Fulfillment: It’s where presentation or proposal happens, demonstrating how the offering aligns with the identified ‘pain’ and budget.

7. Post-Sell: Post-sale follow-ups and actions occur to ensure customer satisfaction and foster long-term relationships.


The Sandler Selling Method is a unique approach that requires patience, skills, and a customer-centric mentality. However, once mastered, it can lead to improved sales performance, happier customers, and stronger business relationships. If you’re tired of the same old sales techniques and crave something that puts respect and consulting at the heart of its philosophy, consider venturing into the depths of the Sandler Selling Method.