Sandler Method – What is it, definition and concept | 2022

The Sandler method was created by David Sandler in the late 1960s. His approach is centered on creating a personal relationship between seller and buyer in order to close more sales.

Sales for a company are one of the most important and determining factors. They allow employees to be paid and investments to be made to achieve the long-awaited growth of the company.

For this reason, making use of certain commercial techniques during the sales process can help increase the success rate, which implies an increase in billing.

In this sense, the objective of the Sandler method is to make the potential client perceive the seller as a close person who wants to help him, something similar to an advisor. After achieving this, the buyer will ask the seller for an opinion to make a purchase decision.

At that moment, it is when the seller has the possibility of aligning the perspective of the buyer about the products of the market with his interests, so that he ends up buying from him.

Sandler Method Stages

In sales processes it is difficult to have a clear roadmap that works for everyone. It is important to analyze the potential client to direct the sale and achieve the objective.

In spite of everything, the Sandler method has some generic stages that can be complemented with some others that are considered necessary:

  1. Meeting with the buyer: This is the first part of the process. This is where you will begin to build a personal bond with the potential customer. It is relevant to be a nice person with him and that he perceives that your interest is to help him instead of selling him something.
  2. Detection of the need: Once this closeness with the potential client has been achieved, it is time to listen to them to find out what their needs are or what problems they have. With this information, the seller will be able to identify what products he can offer you to cover the needs that he has mentioned.
  3. Closing of the sale: Lastly, it is important to let you know what the seller can offer you to solve your problems. At this stage it is essential that the seller highlights the advantages of his product without showing excessive interest in selling it. If you do a proper close and can offer the buyer the products they need, you will almost certainly get the customer to buy the seller’s product.
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As we have mentioned before, these stages are generic for any type of product. For example, there are products that may need after-sales service to solve problems that the customer may have. Depending on each product, it can include different phases that accompany those already explained.


This method has proven to be very useful and effective in many situations, but it also has certain limitations. If it is not applied correctly and is carried out in sales processes for which it was not intended, it will be difficult to close the sale.

Its main limitation is the time it requires. This method is designed for a prolonged sale over time and not for a one-time sale. For example, in cold door sales it is more difficult to use it, since you do not have as much time with the client as to earn 100% of their trust.

The size of the company is also important. Small and medium-sized companies have the ability to have a more personal and close relationship with the client. This allows you to develop the link you are looking for in order to close the sale.

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