The Amazing Sandler Selling System

The Sandler Selling System, developed by David Sandler in 1967, takes a revolutionary approach: when done right, the buyer is convinced that they are the one actually pursuing the deal, not the other way around. A sales cycle requires a mutual level of commitment for both parties.

The initial contact with the buyer, instead of being the usual “sales push” is much more like a conversation. The sales rep is digging deep to discover the issues behind the potential purchase—both corporate and (for the buyer) personal.

In this way, issues that would normally come up and be dealt with later in the sales cycle—such as time and budget constraints—are actually exposed right up front. Once all objections have been laid bare and fully discussed, the rep assesses whether or not this deal is truly right for the prospect. Honesty definitely plays a role here, for if the rep can see that the product or service isn't right for this particular buyer and company, they let the deal go.

The basic goal is to:

a) Convince the buyer that they have technical issues that could be solved by the seller's product

b) Create a conviction of the seller that fulfilling those needs is a high-priority, not only for the company, but for the prospective clients themselves.

The Stages

The basic stages of the Sandler Selling System are:

  • Build and Sustain a Relationship. This includes activities such as developing a rapport with the buyer, having a sincere desire to help them, and establishing up-front agreements about the progression of the selling system.
  • Qualify the Opportunity. This includes factors such as concentrating on the fit between your offering and the prospect's issues, determining if the prospect is able to commit the necessary resources, and determining how your offer will be judged.
  • Close the Sale. Closing only occurs with prospects who have “survived” the qualifying stage and have agreed to make a decision at the conclusion of a presentation. The presentation should only focus on the “pains” uncovered earlier in the process. Post-sale activities will aid the closing of the sale, and facilitate the transition of the relationship from buyer-seller to partners.

Pipeliner CRM Is Your Backbone

A selling methodology such as the Sandler Selling System won't function well without Pipeliner CRM.

Ideally the Sandler Selling System has been carefully mapped out for an individual company, based on the sales steps of successful reps who have succeeded in the past. CRM must be rapidly and easily adaptable to the broad stages of a company's sales process, as well as the distinct steps (activities and tasks) to be taken within each stage.

With its completely visual, intuitive functionality,  Pipeliner CRM meets and exceeds these qualifications, and more.

Find out how Pipeliner CRM can totally empower your Sandler Selling System efforts. Download our free trial.

About David Sandler

David Sandler

In 1967, David Sandler developed the Sandler Selling System, the methodology behind it and the concept of “reinforcement training” for substantive change and lasting success. His revolutionary methodology has stood the test of time. Today the Sandler organization has over 250 offices in 27 countries.

Learn more about your sales process and CRM
Your Sales Process