Sandler Training CEO Dave Mattson shares one of his top tips for sales leaders

Dave Mattson believes that role-playing is one of the most important things that you could do as a sales leader.

Roleplay creates muscle memory.

Human psychology says that when under pressure people revert back to what they are accustomed to doing. So you need to help them create a new reality.

People remember 20% of what you say, 30% of what they see but 90% of what they say and do!

Watch the short video attached below as Dave talks through the steps to role-playing that will make it productive for you and your team.


Would your reps benefit from being Sandler Certified?

 Dublin | December 4-5th 2017

Do you run a team of inside sales reps who are delivering inconsistently, no putting enough new prospects into their pipeline, taking too long to close business, using discounts to get deals over the line and ultimately missing targets? 

(Places limited to 16)

6 actionable ways to stay in control of the sale

Greg Nanigian, Sandler Trainer, and Author wrote his first book, Why People Buy. It’s a must-read for any sales professional in your organization who isn’t in control of the customers’ buying process, is unsure of what motivates clients and prospects, or needs to enhance their chances of closing the deal.

Below are six actionable takeaways from Nanigian’s book.

  1. Don’t leave control in the hands of the buyer.

Anytime you hear, “I’ll get back to you,” or “Let me think it over and I’ll get you an answer,” you should realize that you have relinquished control of the situation and put the power in the hands of your target. Don’t feel bad though, 90% of other sellers are having the same issue as well. This transfer of power typically occurs because the seller relies on a traditional selling process that forces them into “presenting” too soon.

  1. Shy away from sharing features and benefits.

While this method of selling is familiar, it’s not effective. The universally known truism of modern selling is that people buy emotionally, and then justify logically. Sellers all over accept this way of thinking, but they don’t act on it. You must begin to shape your selling efforts to cater to your audiences’ emotions – instead of their logic. Selling happens despite features and benefits, not because of them.

  1. Make the pain points of your customer clear to you and clear to them.

Pain is the most important element to having a successful sales call and sales cycle. Pain for your client or prospect is the gap between where they are now and where they need to be. It’s your job as a seller, to illustrate that gap, make it crystal clear, and then educate the prospect how the gap can be shortened or eliminated with your help.

  1. The first step to success is establishing rapport.

Just as we discussed above, pain is an important element in building rapport with your target. Traditionally, there was a belief that people buy from those that they like. While this is still true, it’s old thinking. If you’re only approaching a selling opportunity with the intention of adding value by being friendly, you’re going to be outpaced by competitors. To demonstrate real value, you must depict how you can alleviate pain WHILE forming a bond.

  1. Get conversation rolling once you’ve built rapport.

A surefire way to start a conversation and gain an understanding of a prospect is to ask a question and get them to do the talking. A useful question to start with is “What’s the impact of this situation on your company?” This question relates to the pain that’s currently being experienced by your target.

  1. Keep the pain alive and follow through.

Once you’ve led your prospect through a conversation about what’s ailing them, you must continue to remind them of their pain. This sounds negative, but if you let them forget where they’re hurting, they will not see you as a necessary resource. Continue to address their pain while you’re building your case for how to resolve the issue at hand. Once it’s been established that you’re the solution to their problem, it’s on you to follow through.


Connect with Greg on Linkedin –

Buy Gregs book –


Become a Sandler Certified Account Executive and Fast Track your Career 
Dublin | December 4-5th 2017
Are you an Inside Sales Account Executive with your ambitions to land your dream job in field sales or sales management? If so, then getting and sustaining an edge over your competition is going to be vital. There is no better way to stand out and get noticed than to take control of your own career, demonstrating personal accountability and self leadership.
(Places limited to 16)

The secrets to winning & growing large enterprise accounts

A few weeks back I caught up with Brian Sullivan. Brian is the Vice President of Sandler Enterprise Selling at Sandler Training, an international training and consulting organization. Prior to joining Sandler in 2012, Brian was in sales, sales management and P&L management positions with The Cap Gemini Group for thirty years and in sales positions with Xerox Corporation prior to his time with Cap Gemini. He also served as an adjunct professor for twelve years at Loyola University Maryland, where he received his BA in Business Administration and his MBA in Marketing.

Below are the answers to two of the questions I asked Brian during our time together. Links to download the full 48-minute conversation are available at the end of this post.


What would you say is your biggest lesson over the entire span of your career? 

I think one of the biggest key moments was learning to distinguish between deals I should pursue and ones I should drop.

You need to be thinking about qualification in your very first interaction with a prospect.


How does somebody stay motivated when the gratification is so far down the line? There may be a 6-9 month process and they may not find out for several months whether they are in or out.

Emotionally it is probably the most difficult challenge for people to face. You need to have a clear perspective and your expectations be set. Typically that is done by working as part of a team before you become the lead salesperson.

In these long sales cycles, there are lots of touch points. You need to make sure that each one of these touch points is focused and detailed.


To download the podcast click one of the below links;

To contact Brian –

Purchase Brians book “Sandler enterprise selling: Winning & growing enterprise accounts” here –

Getting pushed back on price? These 9 sales experts share their insights on this thorny subject

1. Victor Antonio

When a client asks you for a price without letting you explain the features or benefits of your product or service, what do you say?

Victors LinkedIn profile –


2. Mark Hunter

One of the big challenges people have is that they can’t get their customer to understand what their price is. In this video, Mark goes through the 3 fatal mistakes when giving your price.

Marks LinkedIn profile –


3. Jeffrey Gitomer

Jeffrey answers the very common question –

“How do I overcome the price issue when the buyers only concern is to buy a cheaper product so that they can enjoy a fatter margin?”

Jeffreys LinkedIn profile –


4. Paul Lanigan

Paul talks through what both buyer & seller rate as the most important in the buying process. He then shows you how to get the best price for your goods and services.

Pauls LinkedIn profile –


5. Jill Konrath

Jill gives us 4 top tips to avoid pure price competition.

Jills LinkedIn profile –


6. Jim Keenan

Do you know what the most destructive emotion a salesperson can have?. Click play to find out….

Jims LinkedIn profile –


7. Jennifer Gluckow

How your customer values your offering depends on how you’ve positioned it. In 60 seconds Jennifer explains why price might not be as important as you think it is.

Jennifers LinkedIn profile –


8. Anthony Iannarino

Naturally, the buyer is going to look for a discount. Anthony shares his top tips on how to respond to the buyer when this happens

Anthonys LinkedIn profile –

9. John Barrows

John shares his number 1 remedy for discounting in this short 90-second video.

Johns LinkedIn profile –

Top 12 sales influencers to follow for tips & techniques on LinkedIn

1. John Barrows

Number of followers – 170,771

Owner of JBarrows Sales Training and previously listed as the “Top 30 social salespeople in the world” by Forbes.

Link to profile –


2. Craig Wortmann

Number of followers – 139,297

Author, speaker, coach & founder of “Sales Engine”. Craig has also developed the “Entrepreneurial Selling” course which is ranked as one of the top 10 courses in America by Inc magazine.

Link to profile –


3. Jeffrey Gitomer

Number of followers – 39,779

A sales trainer, keynote speaker, and author. Jeffrey is the author of 13 books.  Often referred to as the ‘King of sales’.

Link to profile –

4. Brendon Burchard

Number of followers – 32,777

CEO of & high-performance coach. Brendon is one of the Top 100 Most Followed Public Figure on Facebook.

Link to profile –


5. Jeb Blount

Number of followers – 20,034

CEO of Sales Gravy, Author, keynote speaker and sales acceleration strategist. Jeb has previously worked as the VP of Sales for KGB.

Link to profile –

6. Victor Antonio

Number of followers – 11,318

Author, speaker, business consultant and owner one of the largest sales channels on YouTube (89,000 subscribers).

Link to profile –


7 . Alice Heiman

Number of followers – 10,104

Sales Strategist, Coach & Speaker. Founder of Alice Heiman LLC, Formerly with Miller Heiman, Inc (Now the Miller Heiman Group). Alice is also a lecturer for the college of business at the University of Nevada Reno.

Link to profile –


8. Ryan Stewman

Number of followers – 8,555

Author, business owner, sales trainer and founder of the “Break free Academy”.

Link to profile –


9. Heather R. Morgan

Number of followers – 7,892

CEO of “Salesfolk & columnist with Inc Magazine. Heather refers to herself as the “Economist who bitches about cold emails”.

Link to profile –


10. Marcus Cauchi

Number of followers – 7,161

Just entering 15 years using and 14 training Sandler. Pinnacle Award winner. Expert in buyer-seller-manager psychology. Special skills include selling as the underdog, premium priced sales, building high-profit channels and predictive hiring.

Link to profile –


11. Paul Lanigan

Number of followers – 6, 455

MD of Sandler Training Ireland, Paul is the author of “Soft tales & Hard asses”, One Salesman’s discovery of the art of storytelling.

Link to profile –


12. Jeff Shore

Number of followers – 6,108

Author, keynote speaker & sales trainer. Jeff is the President of ‘Shore consulting’.

Link to profile –