On September 22nd, Sandler CEO David Mattson kicked off the proceedings at the 2022 Sandler Virtual Summit with an overview of his new book, How to Sell to the Modern Buyer. The book presents a revised and expanded summary of Sandler’s classic list of rules for selling professionals.

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Get the Sandler book, How to Sell to the Modern Buyer, in the Sandler Shop, Amazon, or Kindle.

Mattson’s powerful new work offers a close look at the modern buying journey. It examines how that journey has changed over time, what it looks like today, and how you can adapt to it and yet still stay true to your sales methodology.

“Buyers are more educated than in years past,” Mattson writes. “But that’s not the only change. There are likely to be more decision-makers involved in any given purchase, trends in digital buying have accelerated, and a lot more buyers are inclined to hold salespeople at arm’s length. And of course, people at all levels of the buying organization are using a dizzying array of communication platforms. The technology has changed, the way we interact with our customers has changed, and the social and cultural norms have certainly changed. So how do we adapt to the modern buyer journey…but still stay true to our sales methodology? How do we find the sweet spot that allows us to do both of those things?”

At the Virtual Summit, Mattson shared some powerful principles from the new book for doing just that – and he also previewed the updated and expanded Sandler Rules. The list now includes a number of rules that address the realities of digital age selling. (For instance: Leverage technology to engage, not to hide.)

This one is an exciting program! To watch the replay for the September 22 Sandler Virtual Summit, click here.

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The revised second edition of Bartlett’s playbook for effective sales coaching, based on the proven principles of the Sandler Selling System.

The definitive playbook for effective sales coaching, based on the proven principles of the Sandler Selling System.

There is no one-size-fits-all sales coaching model. There are only approaches that have been shown to be successful in particular situations. Acting as coach, the manager must identify each individual salesperson’s personal “success code” and use that code to unlock the salesperson’s potential for success. It is always up to the coach to choose the right approach for the salesperson and the situation. In this sense, effective sales coaching is a series of adjustments to particular people and circumstances.

The Sales Coach’s Playbook offers an overview of the sales coaching practices the best Sandler-trained sales coaches have found to be most effective over the past four decades, and an in-depth discussion of the situations where they are most likely to be useful. This revised second edition features powerful true stories of remarkable personal and professional turnarounds made possible by Bartlett’s playbook.

Ready to create your winning coach’s playbook?

• Outlines a comprehensive playbook for effective sales coaching, based on the proven principles of the Sandler Selling System.
• Dozens of coaching anecdotes that illustrate critical Sandler coaching principles.
• Features real-life examples illustrating each key principle.

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There is no one-size-fits-all sales coaching model. There are only approaches that have been shown to be successful in particular situations. Acting as coach, the manager must identify each individual salesperson’s personal “success code” and use that code to unlock the salesperson’s potential for success. It is always up to the coach to choose the right approach for the salesperson and the situation. In this sense, effective sales coaching is a series of adjustments to particular people and circumstances.

About the Author, Bill Bartlett

Bill Bartlett is Sandler’s Executive Vice President and, for 27 years, was the owner of Corporate Strategies & Solutions Inc., an authorized Sandler Training® center located in Naperville, Illinois. Bill is a critically acclaimed coach and facilitator who excels at identifying core challenges and implementing growth strategies that are transformative in their depth.

Bill’s client list spans from small businesses to Fortune 500 companies. As an accomplished executive coach, Bill also has worked with Fortune 1000 CEOs, professional athletes, and some of the leading actors in Hollywood.

With over 40 years of sales success, Bill helps clients increase productivity and profit by developing high performance behaviors, winning attitudes and superior sales and management techniques. This has made Bill an internationally sought-after speaker and trainer who offers a unique perspective and insight to his audiences on a wide range of professional development topics. Bill has a proven track record helping countless professionals achieve professional and personal heights previously unimagined.

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Crack the performance code.

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The Authoritative Playbook for New Business Development.

Download your free chapter on how to connect and engage effectively with prospective buyers in today’s complex, multi-platform selling environment.

They Wrote This Book for You

“If you’ve ever said to yourself, ‘Where are the buyers, and how can I connect with them?’ John Rosso and Mark McGraw wrote this book for you. It is all about creating enduring success at a high and sustainable level in today’s market-not yesterdays. If you are ready to get busy and make things happen in today’s buying environment, read on.

David Mattson, President/CEO, Sandler Training

John Rosso

John Rosso is a recognized business development expert, specializing in executive sales consulting and sales productivity training. John is a dynamic, enthusiastic speaker who informs, entertains, and motivates presidents, CEOs, other senior managers, and sales professionals. He is the author of Prospect the Sandler Way.

Mark McGraw

Mark McGraw’s motto is “Help People, Make Money, Have Fun!” He is passionate about helping salespeople and sales leaders achieve their very best through sales training, coaching, and mastery of the sales process. His mission is to transform salespeople and sales teams to generate more sales so people and businesses can achieve their potential.

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Learn how to connect and engage effectively with prospective buyers in today’s complex, multi-platform selling environment.

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Take your company to the top tier.

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Escape the Nine Traps of Growing Your Small Business

Want to know the nine traps that bring on burnout, spread you too thin, and stall business growth?

Yes, You Can Take a Day Off provides a roadmap for entrepreneurs and small business owners on how to  overcome and steer clear of toxic misconceptions so you can take your business to the next level.

David Hiatt

David Hiatt is Director of Franchise Development and Leadership for Organizational Excellence at Sandler Systems, Inc. He is the author of From the Board Room to the Living Room: Communicate with Skill for Positive Outcomes.

Susan Hance Sykes

Susan Sykes is a nationally recognized sales and management performer in the technology sector. She supports business leaders by sharing first-hand experience in hiring, developing, and managing sales teams, growing market share and revenue, and setting business-acquisition plans.

Should be required reading

Should be required reading for anyone responsible for the survival and success of a business.

Joe Hartsfield | CEO Hartsfield National Aircraft, Inc.

Proven, Powerful Strategies

Including insights and actionable steps that have helped thousands of small-business owners.

• Smooth out and accurately predict cash flow
• Define vision and direction that others will follow. 
• Bridge gaps in communication
• Build a repeatable and scalable framework for growing revenue
• Create and sustain a healthy work/life balance

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A roadmap for entrepreneurs and small business owners on how to identify and steer clear of these nine toxic misconceptions. 

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Discover the nine classic traps that undermine emerging businesses and how to avoid them.

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The must-have playbook.

Want to know the single most common mistake senior management makes when promoting someone into a sales management role?

Making the Climb is the antidote to the “sink or swim” approach that sabotages too many aspiring sales professionals.

Peter Oliver

Peter Oliver successfully made the climb from salesperson to sales leader, eventually managing an area responsible for growing a software business to the $250 million levels.

Today, he is a sought-after coach and management consultant helping organizations recruit, assess, hire, train, coach, and manage world-class leaders and sales teams who impact direction and results.

When he’s not visiting clients, cooking, or looking you up on LinkedIn, he’s loving life in Hawaii with his wife and two daughters.

“If I had a time machine, I would go back and give this book to my younger self. It’s that good. If you only have time to read one book on leadership, read Peter Oliver’s book.”

Joe Mara | Vice President of SLED Sales, Elastic

• Identify the mindsets, key behaviors, and skills needed to achieve success.
• Strategies for overcoming the three most common pitfalls emerging sales managers face, to a successful move from salesperson to sales manager.
• A proven action plan for emerging sales managers and their mentors.
• Helps salespeople emerge on purpose into the next phase of their career-and become true sales leaders.

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The antidote to the “sink or swim” approach that sabotages too many aspiring sales professionals. Most emerging sales managers receive little or no training before taking on the job. That is a huge mistake. The climb from individual contributor to manager is worth planning and preparing for, because this role is not only among the toughest on the organizational chart, but it is also the one that offers the most upside (and downside), both personally and for the organization.

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For professionals who are making the transition from salesperson to sales manager…And for the manager who they report to.

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Sixteen Proven Rules of the Road for sales leaders who aim to lead a team that generates scalable revenue growth.

Leadership is a very different skill from day-to-day management. And in order to scale the success of your team in a way that supports ongoing, aggressive growth, leadership is a non-negotiable requirement. For that kind of growth, you need leadership that is committed to creating and supporting a special kind of sales team: the kind that corrects itself.

• Transform a team of disengaged or marginally engaged salespeople
• Dovetails with Sandler Coaching, Leadership, and Management programs.
• Dave Mattson’s powerful stories, examples, and experiences with David Sandler. 
• Conversation-starter and prospecting tool for sales managers and sales training.

“Rarely do you find such a practical and robust amount of usable leadership information that is both timely and timeless. Required reading.”

Tom Ziglar, CEO, Zig Ziglar Corporation

Dave Mattson

David Mattson is a thought leader, keynote speaker and leader for sales management seminars around the world. He is a five-time bestselling author with a focus on the topics of Sales, Sales Leadership and Entrepreneurship. As CEO and President of Sandler, Mattson oversees the corporate direction and strategy for the company’s global operations. Mattson has guided the firm to its position as a global provider of sales and management training, with over 250 operating units in 30 countries. Sandler named Mattson its CEO in 2007. During this time, revenue from the company’s Corporate Division has increased 53 percent; International revenue by more than 145 percent; and total Company revenue by 35 percent. Under Mattson’s leadership, the company has been recognized eleven times by TrainingIndustry.com as one of the Top 20 Sales Training Companies, and nine times by Entrepreneur Magazine.

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Sixteen proven “rules of the road” for sales leaders who aim to lead a team that generates scalable revenue growth.

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A proven, intensive four-day process to personal breakthroughs and greater fulfillment in virtually any area of life.

For anyone and everyone who has big dreams and big ambitions and is willing to take action on them… by changing and doing different things.

PLUS Powerful stories and examples that are relevant to all audiences including senior executives and their direct reports.

• How to speed up your goal-setting process based on core Sandler principles
• How to set meaningful personal and professional goals, and get their team members to do the same.
• How to connect individual goals with leadership coaching strategies and day-to-day management.

I Appreciate Kevin’s Insight

” I’ve worked with Kevin’s personal goal setting principles and tools for over 20 years. They are invaluable and transformational, and have been instrumental in helping my company double, and then double again.”

Mark Gaeta, President, AmerTech

Kevin Shulman

As a certified Sandler trainer, Kevin Shulman has helped individuals, companies, and professional organizations across the country to set and attain important goals for almost 30 years. He has delivered training in a diverse range of venues, yet still spends most of his time with his local clients. He is also frequently asked to assist in training other sales trainers. He completed his undergraduate work at the University of Southern California, where he obtained a degree in psychology, followed by graduate studies in industrial psychology at Wayne State University. He specializes in helping business owners, sales leaders, and salespeople grow their base of business and reach their full potential.

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Whether you want more money, a promotion, a more satisfying relationship, or anything else important that you are willing and able to take action on, the proven, intensive four-day process outlined in these pages can lead you to personal breakthroughs and greater fulfillment in virtually any area of life.

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Getting from where you are to where you want to be.

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A Playbook for Business Success 

Overcome the inner obstacles to successful negotiations that everyone faces.

Master the simple three-step process that leads to successful outcomes
in virtually any negotiating situation.

• How to overcome internal obstacles.
• How to master the skill of negotiating.
• How to deliver a positive outcome even when you are facing stressful negotiation situations.
• How to anticipate your counterpart’s likely moves.
• How to strengthen your position, and plan your own moves as early as possible.
• Twelve classic gambits top negotiators are likely to throw your way and how to respond.

A Real Breakthrough

“Whether we are doing it personally or professionally, we are all negotiating every day…and most of us are not doing it well. Negotiating From the Inside Out is a well written playbook that provides the guiding principles and techniques you need to become a master negotiator”

Dale Bottcher, EVP, Global Sales & Marketing, AVI-SPL

Clint Babcock

With over 25 years of sales, leadership, and negotiation experience, Clint Babcock has worked with senior executives at companies in a wide range of industries to help them strategically build their sales forces. A Sandler-certified trainer, he has helped hundreds of sales teams and thousands of salespeople to improve performance and retain margin. His career background includes top performances in sales, negotiating, business development, operations, and training and development. He has a degree in Finance, and takes pride in keeping himself, his clients, and his students numbers-focused.

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Overcome the inner obstacles to successful negotiations that everyone faces … and master the simple three-step process that leads to successful outcomes in virtually any negotiating situation.

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A playbook for business success.

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Ten Conditioning Strategies for World Class Performance

Learn the ten sales “muscles” that the most successful salespeople condition over time … and keep conditioning.

Gold medal salespeople, like gold medal athletes, do not let outside circumstances deter them from anything. 

• Sales Muscle #1: What You Believe Becomes Your Reality
• Sales Muscle #2: Learn What Makes People Tick
• Sales Muscle #3: Break Out of Bad Patterns
• Sales Muscle #4: Decide What You Want and Build a Plan
• Sales Muscle #5: Take Responsibility for Motivating Yourself
• Sales Muscle #6: Take Control of the Process
• Sales Muscle #7: No Pain, No Win
• Sales Muscle #8: Lead the Dance
• Sales Muscle #9: Execute to Match or Exceed Your Personal Best
• Sales Muscle #10: Keep a Daily Attitude/Behavior Journal

A Real Breakthrough

“This book proves that you are what you think and that you become what you constantly do. It shows that the right conditioning can deliver great results. A must-read for all in sales!”

Reggie James, Managing Director, Digital Clarity

About Sandler

Sandler is the world’s largest professional development organization, dominating the global industry through an unparalleled network of more than 270 local offices in 30 countries worldwide, as well as an award-winning Corporate Development Division operating through Sandler World Headquarters. The company specializes in solving tough, complex business challenges through proven systems for communicating with, developing, and motivating people.

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The ten sales “muscles” that the most successful salespeople condition over time … and keep conditioning. Each chapter begins with the real-life story of a gold-medal-winning athlete whose career exemplifies the sales discipline under discussion.

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Develop World Class Performance Strategies.

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