Sandler Training

Industry Profile - Focus on Sales Training

25th September 2007

In 2003 in the UK, companies and the public sector spent more than £28 billion on training. More than half of this money was spent on training directors, managers and sales people, with the majority of this amount spent with outside trainers.

All companies looking to grow their sales force could benefit from sales training. A two year study of 1000 sales people has found that although they all possessed useful qualities, they fell short when it came to actual selling. (SilentEdge research programme) Companies that use a sales methodology are 50% more likely to make sales quotas and have 39% less turnover in their sales force (TAS index).

When it comes to training a sales force though, there are an abudance of resources offering to be able to deliver effective results.  Business coaching, sales coaching and leadership training are offered daily to managers, directors and staff of organisations ranging from SME's to multinational organisations, but when Selling Power magazine wrote that one company was 3 to 5 years ahead of its competition, it is impressive to see a single name stand out so boldly in its market.

Sandler Sales Institute

That company is Sandler Sales Institute, a worldwide established Sales Training Organisation that operates using a franchised business model and, in the UK, is run by Shaun Thomson. He started the company is 2003 by running his own pilot franchise first. After achieving sales of over £110,000 in the first year, Shaun took on the first franchisee in 2004 and there are now 14 across the country with plans to expand to 50 in the next 5 years.

Originally trained as a Civil Engineer, Shaun first discovered the Sandler Sales System as a customer. Frustrated in attempts to grow his business he felt consistently under pressure to reduce his price and submit endless proposals. The Sandler System seemed like a breath of fresh air and helped Shaun double business in 9 months. 

Shaun explains why the Sandler Sales Institute model works so effectively "Sandler training is designed to create lasting ‘performance improvement’ rather than the motivational ‘quick fix’ typical of many seminar-based training efforts. To do this, Sandler relies on ‘reinforcement training’ – a system that combines quality review material along with access to ongoing training, workshops and individual coaching sessions. Psychologists say we forget 50% of what we hear within 48 hours so a one or two day workshop will not change behaviour and not produce lasting results for the individual or their company.

The Sandler approach is completely non-traditional. We know that most people use an outdated selling system – if they use a system at all. Prospects have had the same thing used on them year after year and consequently have developed a way to get free consultancy from the sales person. This is then used to pit the sales person against his or her competition. The sales person then ends up with nothing as the current supplier will cut his costs! The Sandler Selling System recognise this and thus believe that qualifying a prospect is critical. Sales people always end up in the buyers ‘Beauty Parade.’ Sandler, through their franchisees, give their clients a complete selling system. Although sales personnel and sales management based, it is a complete development course that makes a real difference."

A Proven and Profitable Franchise Opportunity 

So how does this effective business service become an effective franchised business opportunity?  Shaun explains "The franchisee would take a variety of roles in the running of his or her franchise. They would become their main prospector, networker, sales person and trainer. Buying a Sandler UK Franchise is not buying yourself another sales-job. A franchisee is setting up their own business with a strong network of support behind it. You choose if you want to stay as a one person operations or to build an entire organisation.

The franchisee will spend around half his time helping President’s Club members with their individual challenges, making sure that they are using the Sandler system effectively. This meets regularly, at least twice a month and includes training and coaching on technique, attitude and the actually “behaviour” needed to get the job done. This training model allows franchisees to train different clients at the same time. This highly effective use of franchisees time means the franchisee is able to generate hundreds, if not thousands, of pounds per hour.

Business opportunities for the franchisees are constantly being generated through referrals. Sandler Sales Institute is a recognised and trusted brand. Once a client has experienced our training, they often know another person or business who would equally benefit from Sandler services."

Cornwall based Sandler Sales Institute Franchisee Andy McCreadie confirms the effectiveness of the Sandler system “I’ve worked in sales and management at senior levels all over the world for most of my working life but the Sandler system is by far the best I have come across." Andy provides ongoing sales training to small and medium size companies and he has been delighted by the response – landing five big contracts in under six months!

A smart business service requires a smart person to run it, and Sandler are very careful in ensuring they find the right franchise partner to ensure a successful long-term business relationship that delivers the right results for franchisee, franchisor and clients alike.  Shaun says "A sales or business management background are essential experience for a Sandler franchisee. This is an excellent franchise opportunity offering a lucrative business with high margins for the right person.  We seek people who possess essential skills such as: drive, independence, communication skills, personality, humour and excellent people skills."

As regards the future for the Sales Training industry, Shaun adds "Over the coming years, the market for Sales Training is set to develop two fold: Repeat business is becoming more important in an increasingly competitive market. Revenue growth and customer retention are the main sales initiatives for 2007. Thus, many companies will look to sales training to help them with this.

The market will develop regarding new clients as well.  Although about two-thirds of sales reps are meeting or exceeding quotas, the Sales people are improving at sales cycle tactics but on actual performance such as the leads to sale conversion have shown no improvement. Thus, sales people are working harder, not smarter. Sandler Sales Training is designed to help the sales person work more efficiently.

Overall the market is set to develop over the coming year through increased customer retention and increased new clients."

If you would like to know more about becoming a franchisee of the Sandler Sales Institute, please click here to Request Information   or click here to see the franchise opportunity page.

Sandler Training Special Features

Would you rather make excuses or sales?
6th April 2010
An interview with Shaun Thomson, chief executive

Sandler Training Franchisee Interview: Nigel Dunand, Worcester
1st February 2010
One franchisee who has seen the effectiveness of the Sandler Franchise is Nigel Dunand from Worcester, who WhiteCollarFranchise.co.uk spoke...

Further Information

Franchise Information

BFA Membership Status
Associate

UK Years Established
5 years

Current UK Coverage
30%

Franchisee Support Staff
10

Personal Investment Req.
£15,000

Total Startup Cost
£38,000

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