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Most sales training can teach a salesperson a new technique. The more difficult challenge is getting that technique to become part of how someone actually sells when they are back in front of a prospect.
That distinction is one of the topics Amy Sulka, President of Sandler by Sales Sellutions360, explores in a recent episode of High Velocity Radio. Drawing on more than 25 years of experience in sales, sales leadership and developing salespeople, Amy discusses what she discovered when she encountered the Sandler methodology after years of working with other approaches to sales.
Unlocking Sales Success: The Secrets Behind Sandler’s Unique Methodology
Why Is Sandler Sales Training Different?
Sandler combines sales technique with the behaviors and attitudes that influence whether those techniques are consistently applied. Rather than relying exclusively on a one-time training event, the methodology emphasizes reinforcement, practice and a repeatable sales process that salespeople and their managers can use over time.
For Amy, that was an important distinction. She had been successful in B2B, complex solution and enterprise sales before discovering Sandler, but much of that success had depended on experience, relationship-building and instinct. Learning a defined sales process gave her a way to understand why certain sales conversations worked, where others went wrong and how sales performance could become more predictable.
What You'll Hear in the Conversation
Amy and host Joshua Kornitsky discuss some of the challenges that can prevent otherwise capable sales teams from reaching the next level of performance, including why sales technique alone may not change results, how mindset and behavior influence sales performance, and why reinforcement matters when organizations invest in sales training.
They also explore the value of a repeatable sales process for sales leaders who need greater confidence in their pipeline. Instead of relying on a salesperson's feeling that a deal will close, a consistent process can give leaders better questions, metrics and criteria for evaluating whether opportunities are actually progressing.
The conversation also touches on an important point that extends beyond selling: many of the skills that improve sales conversations, including listening, asking better questions and understanding what is really driving another person's decisions, are communication skills that can improve coaching and leadership as well.
Who Should Listen?
This conversation is particularly relevant for business owners, sales leaders and sales professionals who are asking questions such as:
- Why isn't our sales training changing behavior?
- How can we create a more consistent sales process?
- How can managers tell which opportunities in the pipeline are real?
- Why do experienced salespeople sometimes struggle to change established habits?
- How can we shorten sales cycles, improve closing ratios and create more predictable sales performance?
If those questions sound familiar, listen to the conversation to hear Amy's perspective on what may be happening beneath the numbers and how a more systematic approach to sales development can help.
Listen to the full episode above to learn more about Sandler's approach to sales training, sales performance and developing more consistent sales behaviors.
Build the Behaviors That Build a Stronger Pipeline
A better sales process only works when the right behaviors become consistent. Sandler’s free white paper, How to Overcome Prospecting Mistakes and Increase Your Sales Pipeline, explores the commitment, conviction and consistency salespeople need to create more opportunities and build a healthier pipeline.