Mattson David John - You Cant Teach a Kid to Ride a Bike at a Seminar: Sandler Trainings 7-Step System for Successful Selling

I went to a meeting with a former client with whom we were doing zero business, and I walked out the door with $13,000 worth of orders. Deciding to implement Sandler as a communication style in our company is probably the single best decision Ive ever made.

Jeff Tempone,CEO, East Coast Refrigeration

We were at a turning point, getting ready to sell the company. What we learned from Sandler transformed our entire organization. We went from winging it to creating a series of measurable processes that worked. After we signed on with Sandler, we started figuring out how much it cost us to do business with each customer, and that helped us to make better business decisions. The Sandler approach really is a metrics-driven approach. We finally realized that the Sandler way of doing business applies to the entire organization. It became part of our working culture.

CaSh Wong,CEO, Shing Digital

I actually see Sandler Training as my competitive advantage. Where all my competitors are out there running around all over town, writing proposals, doing free consulting, Im sitting in my office and Im making cold calls, Im talking to people, getting it done in a lot less time than the rest of them. I know Im spending a lot less effort on it. Im getting the budgets that clients are willing to spend, and Im able to deliver on the results I promise them as well.

Jarrod Goddard,President, Net Shift Media

Once you embrace the philosophy of Sandler, you cant turn it off when you go home. It helps in your personal life and we believe in it.

Greg Mack,Business Unit Manager, Toshiba

We have better relationships, more long-term relationships with our customers. The whole system does really work, and were seeing some great success.

Mark Tucker,Vice President, Sales and Sales Planning, BlueRhino

Copyright 2015 by Sandler Systems, Inc. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher.

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BY DAVID H. MATTSON, CEO, SANDLER TRAINING

More than four decades ago, David Sandler made his first foray into the personal development and sales training business. And promptly failed.

Among the most important of what the world would later come to call the Sandler Selling Rules is this one: You have to learn to fail, to win. It is easy to forget now that that rule, like all of the rules that support the Sandler Selling System, was the product of David Sandlers direct personal experience. Learning to fail meant going for the noa concept youll be encountering in this bookbut even before that, it meant being honest with himself about whether what he was doing was actually working. And at first, what he was doing really wasnt working. He replicated what he observed other professional salespeople doing, but he didnt get the results that he was seeking. Before long, he found himself beaten down, with his self-esteem at an all-time low.

Sandler did some soul-searching, and he concluded that the techniques he had been taught were tired onesso tired that prospects could see where he was going and would throw up objections and roadblocks that made his sales process even more difficult than it already was. Davids biggest issue, he realized, was that he didnt have a playbook that he could follow in a consistent manner.

The playbook he ended up creating for himself, and sharing with others, transformed the sales training industry.

It has helped literally millions of salespeople to take their careers to new levels of prosperity. And the book you are holding in your hands has become an enduring business classic, in large part because it gives such a compelling summary of that playbook.

Sandler Training is today the leader in the industry that David Sandler reinvented. In bringing this book, his final project, into the twenty-first century, I have not tried to alter his voice or the fundamentals of his message. Where it seemed appropriate to offer an insight or a best practice that reflects the way the Sandler Selling System is executed today, I have done so in sidebars separate from his story, using a different typeface, so that my voice and his can be distinguished easily. These sidebars are identified as Sandler Selling Tips.