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Professional Sales Training Associates Inc. | Appleton, WI

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The Sandler Methodology

Finding Power in Reinforcement


If it were easy, everyone would do it.

Our unique reinforcement training empowers professionals to change Behaviors, develop new Attitudes, and improve Techniques. It requires patience, determination, and support which we provide for our clients to ensure consistent lasting success.

Build Better Habits

Install a “more, better, different” approach to your goals, plans, and actions.


Reinforce Positive Beliefs

Improve the way you think about yourself, your organization, and the marketplace.


Execute Innovative Strategies

Apply more effective strategies and tactics with the appropriate personal presence.


Reinforcement Training

Sandler Training is a pioneer in incremental growth training. CEO Dave Mattson explains why Reinforcement Training sets Sandler apart from the competition.

Bike Book

You Can't Teach a Kid to Ride a Bike at a Seminar

David Sandler learned early on that, while salespeople loved his selling system and it worked when they used it, he was having trouble getting it to stick in a seminar. Very few times can you learn anything by hearing someone else talk about it for two days. 

The Concept of Reinforcement

We have collected the best practice for sales, leadership and organizational success from thousands of trainers and millions of participants around the world for over 50 years.


Allow participants time to shift their attitude.

When you hear a speaker, you typically don’t get to challenge and question the expert, which means you end up throwing out parts with which you don’t agree. At Sandler, we encourage you to question our beliefs and your long-held assumptions, while coming back to the trainer with victories, impending events, and problems over time.


Encourage participants to develop better habits and behaviors.

We all know changing long-term habits is very difficult. If we could change permanently on a whim, we would. Long-term training allows for trial and error, failure, and success. We empower participants to apply the concepts, replace non-productive habits, and build sustainable action plans which lead to sales mastery when applied consistently.


Provide opportunities for participants to practice techniques.

People learn by doing. You can’t learn to ride a bike by watching a YouTube video or hearing a professional cyclist give a compelling speech. Eventually, you are going to have to get on a bike and fall off. Most likely, you will have to fall a lot until you learn how to stay up. Learning sales or management principles are very similar. We encourage you to practice role plays, simulations, and other low-risk situations rather than experimenting in the field.



Sandler will change the way you think and communicate.

Your GPS to Success

Sandler’s reinforcement training strategy includes a continuous improvement journey, which allows you to evaluate progress and recalculate your course if necessary. We will help guide you to higher and higher levels of success.


  • Evaluation

    The evaluation phase is where we enter the coordinates into the GPS. To create a roadmap for your success, we are going to need several important pieces of information. We need to know where you are now, and where you want to go. We also need to know the talent, skills, and other assets we have available to use along the way. In the evaluation phase, you will learn about yourself, your personality, values, skills, as well as your current and potential sales aptitude.


  • Impact Training

    During the initial impact training, you will see a satellite view of your journey. This is when the GPS unit downloads your plotted course and all the necessary information to get you started. Impact training is designed to get you motivated and moving in the right direction along with outlining your complete and ideal route to sales success. You will get loaded up with all the essentials to make the most of the trip, and most importantly hit the ground running!


  • Reinforcement Training

    This is where Sandler separates itself from all the other traditional sales training available. While the other companies send you out into the world with a briefcase and a smile, Sandler is just getting started. We give you turn-by-turn directions and recalculate your route if you make a wrong turn or two. Our reinforcement training and coaching keeps you on track and on pace to hit checkpoints and reach the highest level of success possible. We do this through regular classes, coaching appointments, Sandler Online, workbooks, audio, video, books, and other materials, so no matter where you are or what your preferred delivery method is, we will be with you on your road to success.


  • Accountability

    Most people have a way of avoiding what is in their own best interest. Sometimes, we get a little too confident and turn off the GPS when we think we know a better path. Sometimes, we get scared and don’t trust the GPS to take us to the right location, and we give up on it or start entering new locations. Either way, despite our best intentions, we are now out on our own again without a road map and support. While your GPS can't do anything about this except wait for you to turn it back on, here at Sandler, we can and do. From CRM system integrations to development journals, online resource, and SalesAccountability.com, we can help you stay accountable to yourself, your organization, and most importantly, your personal goals.


  • Continuous Improvement

    At this point, the journey starts over at evaluation. Assuming that you still want to grow and there are bigger and better dreams to chase, you will probably want to reassess your progress and new current reality. Then you begin again on your quest with a new direction and determination to end up the best you can be.


This type of professional development is not for everyone.

Some people want to look for short cuts instead of hitting the pavement. Some people find a place that makes them happy, and they settle in. Unfortunately, some people are too scared to leave the safety of home and explore new possibilities. However, we work with thousands of people every day, who can't stop until they have gone as far as they can to improve their lives and organizations. If that sounds like you, all you have to do is stop long enough to ask for directions, and we will be happy to help make your journey a lot more fun and profitable.


Explore some of today's top-performing programs to see if we're a fit for you.