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.
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.
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:
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:
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:
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:
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:
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:
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:
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:
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:
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.
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.
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