Some people believe success in sales comes down to learning the right techniques. While technique matters, it’s only one part of the equation. David Sandler, founder of Sandler Training, introduced a more holistic approach—one that drives sustainable growth by addressing not just what salespeople do, but how and why they do it.
This philosophy is known as the Sandler Success Triangle, built on three equally important elements: Behavior, Attitude, and Technique (B.A.T.).
Technique: The How
Technique refers to the specific skills and strategies sales professionals learn and practice. From setting strong Up-Front Contracts to asking better questions and managing objections, technique answers the question: “How do I do this?”
These skills are essential—but technique alone doesn’t create lasting success. Without the right behavior and attitude to support it, even the best techniques fall flat.
Behavior: The What
Behavior is about execution. It’s what actually happens in real sales conversations—and how often it happens. Knowing how to do something isn’t enough if it isn’t consistently applied.
Tracking behaviors—such as how often Up-Front Contracts are set or qualified conversations are held—creates accountability and clarity. Without measuring behavior, sales teams struggle to understand what’s working, what’s not, and why results vary.
Attitude: The Why
Attitude drives everything. This corner of the triangle focuses on mindset, beliefs, and self-concept. It answers the question: “Why am I doing this?”
Sales professionals often discover that performance gaps aren’t caused by lack of skill or effort—but by limiting beliefs. Confidence, purpose, and personal responsibility all influence how consistently techniques are applied, especially in challenging or high-stakes situations.
Work All Three Corners
Sustainable sales success requires intentional improvement in all three corners of the Success Triangle. When sales and management teams align technique, behavior, and attitude, performance improves—and so does personal growth.
This integrated approach is what makes Sandler’s methodology so effective for sales training, management development, and long-term revenue growth.
The Sandler Team at EAM Consulting, Sandler Training in Michigan specializes in sales training, management training, and leadership development designed to help teams grow skills, strengthen mindset, and drive measurable results. If you’re looking for practical sales and management tips to support growth, our team is here to help.
Contact us today to learn how Sandler training can help your organization grow with clarity, confidence, and consistency.
