Spotlight on Sandler
25th June 2019 | Bob Apollo
In this, the first of a series of articles on sales methodologies, I want to turn the spotlight onto Sandler Selling. Introduced by the late David Sandler in 1967 as an antidote to conventional product-centric, hard-sales tactics, the approach aims to achieve a more equitable balance of power between the buyer and the seller.
By emphasising rapport-building and empathy, and by focusing on the prospective customer’s pains, rather than the vendor’s solutions, Sandler’s methodology seeks to establish the foundation for honest dialogue between the buyer and the seller.