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Sales Process

Successful salespeople make it a point to deliver more than what is expected

1. If your 30-second commercial doesn't answer a prospect's "What's in it for me?" question, there will be nothing in it for you!

The Objective of a 30-second commercial is to capture a prospect's attention for the purpose of engaging him or her in a relevant and meaningful conversation. The conversation should include discussion of the prospect's needs, wants, challenges, problems, goals, objectives, and desired outcomes.


Brian is the Vice President of Sandler Enterprise Selling at Sandler Training, an international training and consulting organization. Prior to joining Sandler in 2012, Brian was in sales, sales management and P&L management positions with The Cap Gemini Group for thirty years and in sales positions with Xerox Corporation prior to his time with Cap Gemini. He also served as an adjunct professor for twelve years at Loyola University Maryland, where he received his BA in Business Administration and his MBA in Marketing.

Some of the worlds top female sales influencers answer "What is your one tip for women in sales ?"

Most times you already know what objections you/your people are likely to face before you start a conversation.  As part of your pre-meeting planning take the time to figure those out and how you would handle them if they come up.

No doubt part of your growth plan for the business includes retaining and growing business from existing clients. Do you/your people have a consistent approach to these conversations to ensure they are meaningful and effective? If not, here is a simple 5 step process for how review meetings with existing clients, using the acronym RECON:

You’re meeting with a prospect. You’ve asked all the appropriate questions to uncover the prospect’s problem, concerns, desires, goals, and expectations. After fully analysing the situation, you announce with no hesitation whatsoever, “No problem. I have exactly what you need.”Add a little drama

Does the prospect gasp a sigh of relief, utter under his breath, “Thank goodness,” and pull a purchase order from the drawer? Perhaps in Grimm’s version of the story, but not in the real world.


Most people agree that the shorter the selling cycle, the better. Why? Because long selling cycles have two negative consequences:

It’s been over thirty years since David Sandler introduced the concept of “pain” as the core element of a selling methodology— the Sandler Selling System®. Pain represented the prospect’s collective reasons to buy a product or service.

The 4th step in the Sandler sales process is Budget, having a direct, honest conversation about what that individual/company would be willing and able to invest in addressing their issues. Written down on paper it sounds like a straight-forward conversation but we all know that in reality its far from that simple. So often people either avoid this step completely or do it in a token way that neither helps them nor the prospect.

Brace yourselves, you may be expecting a stunning revelation and may initially be a little disappointed by what I’m about to reveal.

A sales template is defined as the step by step set of interactions you want your prospect to go through because it will give you a clear competitive advantage or otherwise increase the chances of you winning the business. An efficient sale system enables you to consistently achieve a desired outcome or set of outcomes without wasting time, energy, money etc. The most effective sales templates are basic enough to accommodate for change (focused on each stage of the sales meeting).