Understanding situational fluency

29th September 2025 |   Bob Apollo

Shining a spotlight on some common B2B sales methodologies

Research demonstrates that B2B sales organisations which adopt thoughtful, principled approaches to selling benefit from higher win rates, shorter cycles, and improved forecast accuracy. But no one published methodology fits every context or situation. Some excel in major account management, others in questioning techniques, stakeholder mapping, or opportunity qualification. The idea of a universal “perfect” methodology is a mirage. Instead, situational fluency – the ability to adapt approaches based on the customer’s circumstances – is becoming the real differentiator.

Spotlight on Sandler

David Sandler’s methodology, developed in the late 1960s, rejected the “always be closing” hard sell. It emphasised rapport, empathy, and exploring customer pain points. Techniques such as reversing, negative reversing, and upfront contracts remain highly relevant. They help salespeople create buyer-led dialogue and avoid wasting time on deals destined to go nowhere. One limitation lies in its “submarine” linear model, which assumes one-directional progress – unrealistic in today’s multi-stakeholder, looping buyer journeys.