Spotlight on Sandler

I’ve been commissioned by the International Journal of Sales Transformation to write a series of articles comparing and contrasting today’s most popular sales methodologies, and I plan to share them with you as they are published.
In my first article I turn the spotlight onto Sandler Selling. Introduced by David Sandler in 1967 as an antidote to conventional product-centric, hard-selling 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…
Putting sales people in their prospect’s shoes
Sandler challenged sales people to put themselves in their prospect’s shoes, to work out where gaps existed between the prospect’s current situation and their desired future state, and to understand how