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Sandler Sandler

Spot l igh t on Success

David H. SandlerFounder

The Sandler Selling System champions honest, no-nonsense sales techniques that get results and yet preserve the sales professional’s self-respect.

Something was wrong, and David

Sandler knew it. The year was 1966

and what troubled the struggling,

young salesman of motivational

materials was the forced, rote way in

which he had been trained to sell.

It did not feel right. Moreover, it

wasn’t working.

Sandler had had enough. So, on

his own, he decided to take charge of

his sales calls. Sandler took some

bold steps. He began making “verbal

contracts” with his prospects up front,

challenging them to convince him to

sell rather than awkwardly trying to

convince them to buy. His approach

was radical. Unorthodox. Non-

traditional. Yet it was dramatically

effective. Sandler’s customers were

lining up to buy from him, and

a surefire, new approach to selling

was born.

Sandler eventually refined his sales

philosophy into a complete sales train-

ing system and founded the Sandler

Sales Institute to spread the word.

Today, the Institute, in Stevenson,

Maryland, directs the activities of a sales

training organization of more than

160 certified trainers and consultants

in the United States and Canada. We

have helped bring Sandler’s unique,

“take charge” approach to selling to

tens of thousands of grateful sales

professionals and managers at all levels

of corporate life — and in all parts of

North America.

The Sandler Selling System

champions honest, no-nonsense sales

techniques that get results and yet

preserve the sales professional’s

self-respect. The System embodies a

comprehensive new approach to

selling, the mastery of revolutionary

techniques, and a whole new attitude

toward the sales process in general.

Moreover, it challenges salespeople to

treat their prospects the way they

want to be treated: as intelligent,

thinking individuals.

Sandler’s ideas and methods

remain on the cutting edge of selling —

where he committed his life to keep-

ing them. Today, the Sandler Sales

Institute continues to deliver on his

promises. We demand excellence in

management and sales training and

we insist on using state-of-the-art

delivery systems. And, we continue

to back our superb training with the

constant support necessary to make

a lasting difference.

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RICHARD S. NEWCOMBE

President and Chief Executive OfficerCreators SyndicateLos Angeles, CA

HometownChicago, Illinois

Number of Years in Sales25

Most Important Lesson LearnedBe yourself. Honesty in sales will help youbond with your customers, and comparedwith most salespeople, your prospects willfind you disarming and refreshing.

Biggest Professional ChallengeDevelop, strengthen and maintain a positive mental attitude. The stronger yourmental psyche, the more successful youwill be in meeting and overcoming all challenges.

InspirationDavid Sandler. He was the greatest sales-man and sales manager I have ever seen.He had a core sense of fairness and a totalcommitment to excellence.

Personal GoalStay positive at all times. Life is not adress rehearsal, and I am grateful for every-thing that I have.

Words to Live ByExpect the best. Whether you think youcan or think you can’t, you are right.Remember — each adversity has long-termbenefits, and everything always works outfor the best.

Why I Recommend Sandler Sales InstituteIt’s the best by a country mile. No otherselling system can compare! DavidSandler developed a system which is theproduct of raw genius.

Spot l igh t on S t reng th

In the “sales dance” between seller

and prospect, you can either lead,

follow or get stepped on. Traditional

selling techniques often place the sales

professional in the awkward position

of responding to the prospect’s

initiatives, rather than confidently

managing the sales process. After a

while, even the sharpest salespeople

begin to feel like they’re dancing with

two left feet.

To address the problem, many sales

trainers promote “quick fix” sales

solutions that teach dance-weary

professionals the “fancy footwork”

they need to cope with a bad

situation. These programs focus on

one-liners and techniques that rapidly

lose their effectiveness because today’s

sophisticated prospect simply will

not tolerate them.

The Sandler Selling System is

different. Instead of emphasizing

technique, it fosters an attitude of

leadership. In this way, the Sandler

Selling System breaks all the conven-

tional rules that have made the sales

process ineffective and demeaning.

From the approach to the close,

Sandler clients learn how to assertively

and professionally take charge of the

sales process. And once they take

the lead, they learn how to never

surrender the initiative. The Sandler

Selling System gives its clients

something far more valuable than

canned phrases and clever retorts. It

provides them with an entirely new

road map . . . the path leading

to lasting success.

The Sandler Selling System breaks all the conventional rules that have made the sales process ineffective and demeaning.

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Spot l igh t on Ach ievement

PAMELA O’NEILL

Regional Sales ExecutiveADP Dealer ServicesNortheast Region

HometownSevern, Maryland

Number of Years in Sales13

Most Important Lesson LearnedSandler Selling Rule: “If you feel it – say it!”You can say anything to a prospect or client as long as you mean it and usethe correct tone, facial expression andbody language.

Biggest Professional ChallengeMaintain a balance between my career and my family. I would not feel successfulin either unless I was successful in both.

InspirationEveryday I am inspired by the people Iwork with and do business with.

Personal GoalMy personal goal is to always enjoy what I am doing. My love for my work is contagious: it positively affects my salespeople and their performance. Myclients also feel my excitement and energy,which results in a stronger relationshipand ultimately. . . More Sales!

Words to Live By“This, too, shall pass.” My father used to say this to me all the time. These wordstaught me how to endure difficult situations, and just as importantly, humblyappreciate good fortune.

Why I recommend Sandler SalesInstituteI recommend Sandler because it works,every time, regardless of the product or service you sell.

You don’t master a new attitude in a

crowded conference room between

morning coffee and a quick boxed

lunch. Attitudes, after all, can’t be

learned. They must be acquired, and

internalized, over time. They must

become a genuine extension of your

personality. That’s what makes them

real. That’s what makes them effective.

And that’s how Sandler training

works— over time, through gradual,

incremental growth and develop-

ment — not in brief encounters, one day

seminars or through books and tapes.

Long after the excitement of that

first seminar fades, when the insights

and inspiration become dampened

and muddled, Sandler Sales Institute

trainers and clients continue to meet

regularly for ongoing training and

reinforcement. Clients share their

experiences in applying the Sandler

System to their own world. They

review the fundamentals. Find

encouragement in the process and in

each other. And, gradually, they make

the Sandler philosophy their own.

They change their thoughts.

Sharpen their actions. And forever

improve their performance.

How sound is the Sandler Selling

System? Enough that Sandler training

is accepted under International

Standards Organization (ISO)

certification program for sales and

marketing professionals worldwide.

You don’t master a new attitude in acrowded conference room between morningcoffee and a quick boxed lunch.

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Spot l igh t on Exce l lence

C.R. BEDROSIAN

Director of SalesK’NEX Industries, Inc.Hatfield, PA

HometownHuntington Valley, PA

Number of Years in Sales30

Most Important Lesson LearnedLet the customer do 70% of the talking andcover money/budget up front, early on inthe selling process.

Biggest Professional ChallengeUnderstanding that the customer does notmake you successful — you make yourself successful every day.

InspirationDavid Sandler was my role model. Bymodeling his direct style, I discovered myown and for that I am grateful.

Personal GoalI have met my personal goal as a limitedpartner in K’NEX. Without the SandlerSelling System, I really believe I wouldhave missed the mark.

Words to Live bySuccess is yours. By believing in yourselfyou will always be at the peak of yourgame and the top of your profession.

Why I Recommend The Sandler SalesInstituteOf the 50 selling programs I have beenexposed to, Sandler works best — handsdown. This system has brought me over-whelming financial and personal success.

Salespeople differ. Markets differ.

Even corporate cultures and sales

departments differ. Yet the fundamen-

tal need for training and improvement

remains. So, what can an astute sales

manager do to satisfy these competing

— and often conflicting — needs?

Plenty, if he or she chooses the Sandler

Selling System.

The Sandler Selling System operates

on the premise that this is not a “one

size fits all” world. We designed our

program for easy customization. It

comes packaged in flexible sections

that can be combined into tailor-made

modules capable of meeting any orga-

nization’s training needs and budget.

In addition to providing flexible course

content,the Sandler System can adjust

to a diverse mix of client needs and

solutions. Moreover, there’s probably

a Sandler Sales Trainer/Consultant

available in your area right now to

help you custom fit the System to

your organization’s needs.

The President’s Club

The backbone of the Sandler Selling

System, the President’s Club provides

ongoing sales reinforcement training

in hundreds of centers throughout the

United States and Canada. Individual

members can tap into cost-effective,

local sales training and coaching on a

nationwide scale.

Strategic Sales Management sm

As a sales manager, you must achieve

company goals through the efforts of

your people. But you do control all

the resources for achieving them: your

people, your business practices and

your technology. Together, these ele-

ments can assure success, provided

you know how to use them. Strategic

Sales Management gives you the prac-

tical skills you need to assess, assem-

ble and shape these forces for best

results. It’s the difference between

handling your problems and manag-

ing your destiny.

Corporate Training & Development

Flexible, on-site training programs

which can be adapted to the in-house

training needs of any size company

and sales staff, with the support

and guidance of Sandler trainers

and consultants.

Pro Summit®

A comprehensive and highly flexible

sales training program, Pro Summit

can be tailored to meet the varied

needs of firms at all stages of develop-

ment. Training focuses equally on

salespeople and sales managers, as the

program seeks to help firms effectively

transfer newly acquired selling skills

to the field.

Sales Strategies for Non-Selling

Professionals

Are you trading your hard-earned pro-

fessional expertise for fewer dollars —

and fewer clients — than you deserve?

Then you may want to attend Sales

Strategies for Non-Selling Profession-

als: a proven — yet refined—

approach to practice development.

The course combines interactive,

hands-on training with quality home

study materials and live follow-up

sessions. You’ll emerge a more

confident, successful and skilled

practice-building professional.

Quality Service

The modern business landscape is

strewn with the remains of high-

minded quality enhancement

programs that failed because of insuf-

ficient follow-through. Sandler’s

program is different. Our three-part

process leads you through the steps

you need to develop a quality program

capable of producing long-term results.

This program can be customized to

meet the needs of any industry.

Presenting Yourself with Impact

In as little as one day of intense

training, you can master proven skills

for making power presentations that

convey your point, persuade your

audience and launch your career

towards ever-greater success. Create a

solid action plan — and system — for

achieving communication goals you

once thought were beyond your reach.

Approach presentations with greater

confidence, focus and precision.

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The Sandler Selling System

Creating a Better Future Through Innovative Systems

How does the Sandler Sales Institute

keep its edge? We do it by providing

on-going training, coaching and

support to our growing network of

certified trainers and consultants.

School’s never out in the Sandler

organization. The result? Our trainers

keep their skills sharp and their

knowledge fresh. The fruits of our

efforts can be seen in the caliber of our

people, the quality of our training

programs and in the continued

satisfaction and loyalty of our clients.

David Sandler’s bold ideas continue to

challenge and inspire even the most

seasoned sales executives. And the

Sandler Sales Institute is dedicated to

keeping our clients ahead of the curve

with innovative new training programs

and concepts.

These approaches are proven.

They work. And they will continue to

produce dramatic results for every

organization and every sales profes-

sional who practice the Sandler System.

School’s never out in the Sandler organization.

These approaches are proven. They work. And they will continue to produce dramatic results for our clients.

works worksOngoing Fu ture