Sandler Sales Training Method: A Guide

Some people are born salespeople — outgoing, charismatic, and quick on their feet. Others have to develop their skills, carefully fine-tuning their pitches and learning how to lead conversations. 

Regardless of where you fall on the spectrum, one thing is certain: Selling is an art that can always be improved. 

The Sandler sales method is a consultative sales methodology designed to develop strong, trusting relationships with clients. It’s a seven-step structure focused on listening, asking insightful questions, and guiding prospects through the entire sales cycle, all while keeping the sales conversation natural and customer-centric. 

Here’s a breakdown of Sandler sales training, illustrating all seven steps and how you can apply them to your own sales efforts.

What is the Sandler sales methodology?

The Sandler sales methodology, sometimes referred to as the Sandler system, is a sales technique built on mutual respect, relationship-building, and strong communication. It was developed by famous salesman David Sandler in 1966 after he felt disillusioned by unsuccessful, high-pressure closing methods. 

Today, Sandler’s approach is considered one of the best sales training methodologies, especially for B2B sales. It shifts the focus away from aggressively pushing products or services onto prospects. Instead, the Sandler method prioritizes developing a deep understanding of the prospect’s needs and guiding them through a collaborative decision-making process. 

So, how exactly do you develop these strong relationships? The Sandler sales submarine. The visual framework divides the sales process into seven successive stages, from bonding with prospects to post-sale follow-up. Each stage of the submarine guides both the salesperson and prospect through a structured, mutually beneficial conversation that leads to better decisions for the buyer. 

The 7 Sandler sales steps

When a submarine experiences a water breach, the crew moves through a series of compartments, sealing off each door behind them to prevent flooding and maintain control. The Sandler sales submarine uses a similar concept, breaking down the sales process into seven stages, with each “compartment” representing a key step. 

As sales reps move through each area, they thoroughly address each part of the conversation before moving forward, minimizing the risk of losing a sale. 

Let’s take a closer look at Sandler’s seven steps: 

1. Bonding and rapport

The first priority is to build trust and nurture a comfortable, professional relationship. Rather than rushing straight to the pitch, focus on finding common ground, answering questions, and laying the foundations for open, honest communication. 

Questions should demonstrate a genuine interest in the person and their business — not the sale. Take your time on this stage. The rapport you build here sets the tone for the rest of the sales process. 

Here are some example questions: 

• What do you enjoy most about your work? 
• How did you get started in this industry? 
• How did your company get its start? 
• What’s something you’re excited about in your business right now? 

2. Upfront communication

It’s easy for conversations to go off the rails, especially at the start of a professional relationship. Structure is the backbone of good sales calls. Set clear expectations with ground rules from the start to keep everyone focused and organized. 

Upfront communication isn't about being pushy. It outlines what the conversation will cover, what each person hopes to achieve, and what you’ll save for another call. Start by explaining your own goals, saying something like, “Today is about understanding your needs and seeing if it makes sense to explore how we might work together.”  

Here’s what to ask: 

• Are there any concerns you’d like to make sure we address? 
• What would make this call valuable for you today? 
• Can I ask a few questions to understand your situation better before we dive into solutions? 
• What’s your ideal next step after today’s call? 

3. Pain

This part of the sales call is about uncovering the prospect’s challenges and pain points. If a sales rep successfully builds a bond, it’ll shine through here. The goal is for buyers to talk openly about their problems and why they’re seeking a solution, which helps you see whether your solution is the right fit. 

To uncover pain points, use the Sandler pain funnel, moving from surface questions to deep introspection that packs an emotional punch. 

Here are some examples:

• What’s the biggest challenge you face in your business right now? 
• Why do you think this challenge is happening? 
• Out of all the challenges you face, why focus on this one? 
• What would it mean for your business if you could solve this issue? 

4. Budget

By now, you know your product is a good match. It’s time to talk numbers. Be direct — this is a make-or-break moment for both seller and buyer. If the prospect isn’t ready to invest the necessary time, money, and resources into your solution, it might be time to part ways. 

Transparency about budgets and expectations doesn’t just mitigate uncomfortable surprises later. It strengthens the relationship-building process by reinforcing mutual respect and trust.  

Example questions might include:

• Have you set aside a budget for this type of solution? 
• What kind of investment can you make to solve this problem? 
• Who is in charge of the budget?

5. Decision

It’s time to talk about the prospect's decision-making process. Ask questions that help you understand how decisions are made, including identifying all the stakeholders, what impacts their choices, and the timeline they’re working with. 

Here are some questions to ask:

• Who else in the organization will have input on the final decision? 
• What’s your timeline for making a move? 
• Are there any specific features or benefits that will influence the choice? 

6. Fulfillment

Now, implement all the information you gathered about the client’s pain points, budget, and decision-making process to tailor your solution specifically to their needs. 

Successful fulfillment relies on presenting your solution in a way that directly addresses the client’s challenges while also fitting within their budget and timeline. This is the moment to show how your product or service provides the exact value they’re seeking. 

If you aren’t sure what to say, start with some of these examples: 

• Based on our discussions, here’s how I believe implementing our product will solve your challenges. Does this align with what you had in mind? 
• Are there any additional features or specifics you would like to include in the proposal? 
• How does the timeline we discussed work for your team? 

7. Post-sell

The Sandler method doesn’t end when you seal the deal. After the sale, it’s time to provide continued support. The aim is to make sure your client feels good about their decision, preventing buyer’s remorse and solidifying the relationship for future business. 

Here’s what to ask: 

• Have you run into any hiccups with your boss, your team, or any other stakeholders since we finalized the deal? 
• How can I help implement our solution smoothly? 
• Do you have any concerns we should address to make sure everything is on track? 

How to implement the Sandler selling method: 3 tips

To effectively implement this method, sales teams need more than theory. They need practical tools and strategies to enhance their sales process. 

Here are three actionable tips for sales professionals to integrate Sandler’s approach:

1. Invest in Sandler sales certification courses online

One of the best ways to improve sales strategy is through Sandler sales training courses. You can sign up directly through David Sandler’s school, where he offers sales certification courses that take you through the entire process — from qualification to closing deals. While this isn’t mandatory for success, it’s the best way to get information from the source.

2. Tailor the method to your team's sales process

Although the Sandler system is a time-tested sales methodology, you don’t have to follow it to a T for success. After all, every business has its own unique sales cycle. Adapt the method’s core principles, like upfront communication and pain discovery, to complement your sales process. 

3. Integrate impactful tools into your sales strategy 

Technology is changing the future of sales. Equipping your team with the right set of tools helps them keep their competitive edge. 

Otter Sales Agent is an AI meeting assistant specifically made for sales professionals — empowering you with automated call notes, customized Sales Insights that can automatically sync to your preferred CRM system including Salesforce or Hubspot, and generated content like email follow-ups. Integrating with Otter engages and aligns sales professionals, bringing them closer to closing deals. 

Unlock the full potential of your Sandler training with Otter Sales Agent

Ready to take your Sandler training to the next level? Integrate with Otter and turn every conversation into valuable, actionable insights. 

Otter performs sentiment analysis on live conversations and lets managers chat with their team while reps are on a call. After each meeting, Otter can automate syncs with CRM software to keep client data accurate and up-to-date. Seal the deal with Otter Sales Agent today.