Sandler sales methodology: 7 steps to sales success

Note: Sandler is a service mark of Sandler Systems, Inc. (SSI). For more information on training and education, visit – https://www.sandler.com/

Just like everyone loves a good recipe, sales reps benefit from a strong sales method.  

The Sandler sales methodology is one such method that’s been helping salespeople for over 50 years, focusing more on understanding who they’re selling to rather than just trying to make a quick sale. 

If you’re in sales, learning about Sandler Selling System ® could make a big difference.  

In fact, 88% of salespeople who’ve been trained in the Sandler method say they got better at selling. Moreover, they are 50% more likely to meet their sales targets. 

Let’s take a closer look at what the Sandler sales methodology is all about and how you can implement it to improve your sales team’s results. We’ll also give you some tips on how to make it work well for your team. 

What is Sandler sales methodology? 

The Sandler sales methodology emphasizes building trust and mutual respect between sales reps and their prospects. 

It guides sales professionals to act as trusted advisors, focusing on understanding the prospects’ needs rather than pushing for a sale. 

This approach includes establishing up-front contracts to set clear expectations and employing a qualification process to ensure engagement with prospects benefiting from the solution. 

Unlike traditional methods, Sandler selling avoids aggressive tactics, promoting honest and open communication. 

In the Sandler sales model, the seller and buyer are equally invested in the selling process. This method helps in effectively closing deals, leading to future business and high satisfaction levels. 

Why is the Sandler sales methodology important? 

Understanding the importance of the Sandler sales methodology is crucial for sales professionals looking to refine their approach and achieve greater success in their interactions with prospects. 

Below are five reasons why the Sandler sales methodology is important: 

1. Enhanced prospect qualification 

The Sandler qualification process is crucial for identifying prospects who are a proper fit for the service or product offered. 

This step ensures that sales reps focus on individuals or businesses with genuine interest and need, leading to more efficient resource use and higher chances of successful sales. 

By understanding the prospect’s pain points and decision-making process, sales professionals can tailor their approach, increasing the relevance and impact of their pitch. 

2. Mutual respect in the buyer-seller relationship 

The Sandler Selling System® emphasizes the balance between the salesperson and the prospect, aiming to eliminate the traditional power dynamics in sales. 

This methodology promotes bonding and rapport, establishing a foundation of mutual respect. 

Sales professionals are encouraged to communicate honestly, fostering a consultative relationship where the sales rep is a trusted advisor rather than just a vendor. 

3. Avoidance of high-pressure tactics 

Central to the Sandler sales methodology is steering clear of aggressive selling, which can alienate prospects. 

By adopting a more respectful and understanding approach, sales reps create a comfortable environment for the prospect, encouraging openness or genuine dialogue about their needs and challenges. 

This improves the selling process and enhances the prospect’s overall experience, leading to a higher likelihood of deal closure and customer success. 

4. Effective communication and expectation setting 

Up-front contracts are used in the Sandler sales process to ensure that both parties have clear, aligned expectations from the outset. 

This element of the methodology helps prevent misunderstandings and sets the stage for a transparent sales process where sales reps and prospects are on the same page regarding outcomes, timelines, and commitments. 

This clarity supports effective communication throughout the engagement, which is vital for building trust and advancing the sale. 

5. Long-term relationship building 

The Sandler selling method significantly emphasizes developing long-standing relationships with prospects beyond the immediate sale. 

By prioritizing the prospect’s needs and providing value, sales professionals lay the groundwork for ongoing engagements, repeat business, and referrals. 

This approach not only aids in meeting current sales goals but also contributes to a sustainable business model where loyal customers become advocates for the brand. 

Incorporating these principles from the Sandler sales methodology can transform sales strategies, leading to more meaningful interactions with prospects, improved sales outcomes, and stronger, trust-based relationships that benefit both the sales professional and the prospect in the long run. 

Steps of the Sandler sales methodology

Navigating the Sandler sales methodology offers a comprehensive framework for sales professionals to engage with prospects effectively and ethically.  

Here’s a simplified and detailed explanation of the seven steps of the Sandler sales method: 

1. Bonding and rapport 

2. Up-front contracts 

3. Pain 

4. Budget 

5. Decision 

6. Fulfillment 

7. Post-sell 

You might have heard the term “Sandler Submarine,” which is associated with this methodology and represents the Sandler sales process. 

Now, we’re going to explore each step of this methodology. These seven steps are divided into three stages of the methodology: 

• Establishing the relationship 
• Prospect qualification 
• Sales closing 

1. Bonding and rapport 

Bonding and rapport will come under the “Establishing the relationship” part. 

In this stage, the sales rep aims to build a solid foundation for current and future communication. The rep will ask questions about the prospect’s business and offer solutions, focusing on building a relationship rather than selling a product directly. 

This bond will eventually lead the prospect to buy the product. 

2. Up-front contracts 

The second step of the Sandler sales process is “Establishing the relationship”. 

This crucial step involves setting clear expectations for future communications, outlining the topics of discussion, and agreeing on the objectives of each interaction. 

These contracts serve as a roadmap for the sales rep and the prospect, ensuring transparency and mutual agreement on the sales process’s direction. 

3. Pain 

From this point, the stage of “Prospect Qualification” starts. 

The Sandler sales model is highly focused on lead qualification. While other sales processes focus more on sales closing, this model ensures the solution best fits the prospect. 

The lead qualification starts with finding the pain point. This stage requires a lot of questions! 

By asking the right questions, the sales rep will reach the core of the problem. In many cases, the pain point of the problem may seem on the surface, but the real reason might need a little bit of digging. 

And that’s the most significant part of being a Sandler sales rep – identifying the pain. 

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4. Budget 

The budget is also a big part of “Prospect Qualification”. 

In this stage of the Sandler sales model, the sales rep will ask the prospect for a definite budget. Rather than identifying whether the solution is affordable, this methodology focuses on clarifying this factor in the initial run. 

Once the prospect has a number, the sales rep can proceed with the process or drop it. For businesses that provide custom solutions, this can be an essential part. 

The sales rep can design a custom solution based on how much money the prospect wants to spend. 

5. Decision 

The decision is the last stage of “Prospect Qualification.” The sales rep will qualify the prospect by closely examining all the factors. 

This process involves evaluating all gathered information to make a decision. 

The sales rep will scan every conversation from top to bottom and review the discussions, pain points, budget considerations, and other relevant factors to determine if the solution offered is a perfect match for the prospect. 

After the decision stage, the prospect is finally qualified and moves to the final stage of closing the deal. 

6. Fulfillment 

This is the starting stage of “Sales Closing”. 

It involves finalizing the details of the solution and obtaining agreement from all decision-makers on the prospect’s side. 

At this point, the sales rep ensures that the proposed solution meets the prospect’s needs and expectations, paving the way for a successful contract signing.  

This stage is about confirming that everyone is satisfied and ready to proceed. 

7. Post-sell 

The last step in the sales methodology focuses on post-sell activities, where the sales rep continues to support the prospect (now a customer) to ensure their satisfaction with their purchase. 

This stage offers an opportunity for upselling or cross-selling additional products or services that could benefit the customer further.  

Post-sell support is crucial for maintaining a positive relationship, ensuring customer success, and laying the groundwork for future business opportunities. 

Sandler sales template 

The Sandler sales template can be visualized as a journey through a meticulously structured process, mirroring the strategic and sequential approach of a submarine navigating through the depths. According to this website: 

Just as David Sandler envisioned: 

“David Sandler developed his selling system with a clear and compelling vision, drawing inspiration from the strategic operations of submarines during World War II. 

He observed how, under attack, submarines prevented disaster by methodically moving through each compartment and securing each section behind them to avoid flooding. 

This careful, step-by-step approach is at the heart of the Sandler Selling System®. 

To successfully navigate a sales call without encountering a ‘disaster,’ one must proceed through each stage of the selling system with the same level of caution and deliberation. 

This involves moving from establishing bonding and rapport, setting up-front contracts, identifying the prospect’s pain points, discussing the budget, evaluating the decision-making process, proposing a fulfillment solution, and finally ensuring post-sell satisfaction.” 

The Sandler Selling System® stands out not merely for its unique approach but for its effectiveness in truly understanding and qualifying prospects, ensuring that sales are made to the right people for the right reasons. 

This system doesn’t rush the sale but builds it on a foundation of mutual trust and understanding, ensuring a successful outcome for both the sales rep and the prospect. 

How to implement the Sandler sales methodology?  

Integrating a new methodology into your team’s workflow, such as the Sandler sales methodology, requires careful planning and execution.  

According to Rebecca Schmidt, the key to success lies in seamlessly blending the Sandler principles into your current sales process. 

One effective approach is to map out your sales process and identify where each element of the Sandler Selling System® fits best.  

For example, if your sales process is structured into 5 stages, pinpoint where Sandler sales techniques like the Up-Front Contract™ can be integrated at each point. This method ensures that both sales reps and managers can easily see how incorporating Sandler techniques enhances their effectiveness. 

Incorporating the Sandler Up-Front Contract™ at every stage of the sales process encourages sales leaders to engage actively with their reps. 

They might ask, “What does your up-front contract sound like for your next call?” This practice not only reinforces the importance of setting clear expectations with prospects but also ensures that every interaction is purposeful and aligned with the sales goals. 

Furthermore, specific elements like the Pain Funnel™ can be emphasized during critical stages such as Discovery or Qualification.  

Sales managers might prompt their teams with questions like, “When you asked the prospect, ‘How much has not fixed the issue cost you?’ … How did the prospect respond?”  

This encourages a deeper understanding of the prospect’s pain points and how the proposed solution can address their needs. 

In addition to these strategies, understanding and utilizing the Sandler sales funnel is crucial.  

This framework helps organize and prioritize sales activities, ensuring that sales reps focus on the most promising prospects. 

By aligning the Sandler sales funnel with your existing sales stages, your team can more effectively guide prospects through the buying process, from initial contact to closing. 

Adapting to new methodologies like the Sandler Selling System® isn’t without its challenges.  

However, with committed leadership and a strategic approach to integration, your team can smoothly transition to this powerful sales methodology.  

By weaving Sandler’s principles into your existing sales processes, you provide your team with the tools and techniques they need to succeed. This ultimately makes it easier for sales reps to adopt and thrive using the Sandler methodology. 

Conclusion 

The Sandler sales methodology simplifies achieving sales success by emphasizing strong relationships and keen insight into customer needs.  

Its seven Sandler sales steps guide salespeople to approach sales with respect, honesty, and a focus on the client’s benefit, leading to more satisfied customers and long-term success.  

Adopting the Sandler approach means adopting a path to genuine, rewarding sales achievements. 

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