Sandler Training by Crossroads Business Development, Inc

Sandler Training by Crossroads Business Development, Inc Sandler Training is a proven sales and management system that provides on-going reinforcement for you and your team.

Sandler Training is a world leader in innovative sales and sales management training. For more than 45 years, Sandler has taught its distinctive, non-traditional selling system and highly effective sales training methodology, which has helped salespeople and sales managers take charge of the process. Our training is designed to create lasting “performance improvement” rather than the motivational

“quick fix” typical of many seminar-based training programs. To help you accomplish your goals, Sandler provides “reinforcement training,” a system that combines quality materials along with access to ongoing training workshops and individual coaching sessions. Through our local training centers, we provide continuing face-to-face support and reinforcement of the world’s most successful selling system. At Sandler, we understand that business success is directly related to the effectiveness of upper- and mid-level managers within an organization. Sandler’s management solutions help managers at all levels become more effective communicators, better mentors and coaches, and competent managers of change. Sandler has been awarded the #1 ranking for training programs in Entrepreneur Magazine’s “Franchise 500” nine times since 1994, the most recent being for 2010.

09/01/2026

You lost the deal, and looking back you can probably name the moment it fell apart.

The prospect who went quiet. The price that scared them off. The close you fumbled.

Hindsight makes it look like a single mistake. It almost never is.

This week on The Sandler Training Hour, we get into why deals actually die. Not in one big misstep, but in a series of small stumbles across a process you never fully defined.

Jim tells a story from his time in kitchen remodeling. A couple he liked, a proposal built page by page, and the color draining from the wife's face when the number landed at over eighty-five thousand dollars against the twenty she had pictured. The deal did not die at the close. It died at the question he never asked: "Rough numbers, what are you thinking about investing?"

We also cover the three qualifiers that hold a deal together: pain, investment, and decision. A compelling reason to act, the willingness to commit time, money, and energy, and a clear read on how they decide and who they lean on. Get those straight before you build anything.

And we get into micro yeses. A yes on a deal is not one yes. It is a string of small agreements from the first conversation through every meeting, until the prospect trusts you enough to say let us do business.

If your close rate frustrates you, the fix is probably not a sharper closing technique. It is a process you can actually see, so you can find the step where deals leak out.

New episode: How to Stop Losing Deals You Should Be Winning

▶️ Watch on YouTube: https://www.youtube.com/watch?v=1jpPhqXhPJc
🎙️ Listen on BuzzSprout: https://thesandlertraininghour.buzzsprout.com/2090988/episodes/19731173-the-small-stumbles-that-cost-you-the-sale
🎧 Listen on Spotify: https://open.spotify.com/episode/3pfC84ohcuyILf3K0mFUwd?si=7MeJwCUjSAS53p6H45HnmQ

08/25/2026

You know which calls you should be making.

The past client you have not spoken to in a year. The prospect who went quiet after a strong conversation. You keep finding a reason to make them tomorrow, and tomorrow keeps moving.

This week on The Sandler Training Hour, we get underneath why those activities keep sliding, and the answer is not the one most salespeople reach for.

The problem is rarely a missing technique or a shortage of confidence. It is a commitment gap wearing an attitude gap as a disguise. "If only I had the right approach, I would prospect more." That sentence sounds like an attitude problem. Underneath it sits the real issue: a decision not to commit to what the job requires. And you will win every argument you have with yourself.

We also get into what avoidance actually costs. Commitment needs a reason with a number attached. We work through the conversion math on the activities you skip, the average value of the opportunities you are comfortable closing, and the money left on the table when you choose not to act. A decision not to make a decision is still a decision.

And we make the case for where the real return sits. If you close at eighty percent, you can grind that to ninety. The larger return sits earlier, in the engagement steps you skip because they feel uncomfortable.

If this one lands, start with the small thing this week. Pick the single behavior you have been deferring, name what avoiding it costs you, and do it once.

New episode: What Avoiding the Uncomfortable Sales Calls Is Costing You

▶️ Watch on YouTube: https://www.youtube.com/watch?v=cepL5HY2geE
🎙️ Listen on BuzzSprout: https://thesandlertraininghour.buzzsprout.com/2090988/episodes/19683451-what-avoiding-the-uncomfortable-sales-calls-is-costing-you
🎧 Listen on Spotify: https://open.spotify.com/episode/4Izol8Ws1hIgvtaQmaF7hw?si=eAIXHwPKSDCescXnLSjVPg

08/17/2026

Think-it-overs and endless follow-up usually trace back to the same place: a pain conversation that never got personal.

This week on The Sandler Training Hour, we get into the third level of pain, personal impact, and why it looks completely different depending on whose money is being spent.

In B2B, the person across the table is not writing a check from their own account. Personal impact in that context is about perception and permission. How will this decision make them look? Who else has to sign off? Putting real numbers on the problem changes the conversation. Leaving it abstract keeps you stuck.

In B2C, the dynamic flips. You are talking to someone spending their own money, and they rarely think in terms of budget the way procurement does. The investment conversation has to be approached differently.

We also cover the stakeholder who never entered the room: the person whose hesitation can sink a deal that looked like it was moving. Mapping pain by persona is how you reach them before they become the reason the deal stalls.

If you are a sales leader or salesperson tired of think-it-overs and endless follow-up, this conversation gives you a sharper place to aim your questions.

New episode: Why Personal Pain Changes When the Money Is Their Own

▶️ Watch on YouTube: https://youtu.be/DO1FiqQv1m0
🎙️ Listen on BuzzSprout: https://thesandlertraininghour.buzzsprout.com/2090988/episodes/19648481-why-you-keep-chasing-prospects-who-never-decide
🎧 Listen on Spotify: https://open.spotify.com/episode/32ei9CCOn5capQNTH41j6F?si=ftOLKwgyTh-LCNxT5C7r7w

08/11/2026

You had the answer ready. You delivered it cleanly.

And the prospect pulled further away.

That pattern has a cause. Every time you argue with a hesitation, you confirm the stereotype the buyer walked in with before you said a word.

This week on The Sandler Training Hour, we continue our conversation on objections with the core Sandler position: overcoming an objection is the prospect's work. Your job is to help them do it.

Jim reframes the whole category first. An objection is a thought the prospect chose to say out loud. Hear it as an attack and you get defensive. Hear it as an opinion and you can open the conversation instead of shutting it down.

We walk through the playback: before you respond to any hesitation, restate what you heard. "What I'm hearing you say is that moving forward feels like it could create these consequences. Is that what I'm hearing?" The prospect feels heard. A prospect who feels heard will listen to you.

Jim also shares the follow-up he has used for 25 years once the playback lands: "I have a different perspective. Would you like to hear it?" In 25 years, nobody has said no.

We also cover what to do when "we need to think about it" is a soft no dressed up as a polite pause, and how clarity questions like "on a scale of 1 to 10, where will this project be a year from now?" do more work than any close ever could.

Try this before your next call: notice what you feel the moment an objection lands. Defensiveness telegraphs through the phone. Empathy is what opens a prospect to a different perspective.

Missed last week? We covered why think-it-overs trace back to how you open the meeting. Worth going back to first.

New episode: Why Prospects Shut Down When You Try to Overcome Their Objections

▶️ Watch on YouTube: https://www.youtube.com/watch?v=gmmBxtOlYBY
🎙️ Listen on BuzzSprout: https://thesandlertraininghour.buzzsprout.com/2090988/episodes/19610625-why-prospects-shut-down-when-you-try-to-overcome-their-objections
🎧 Listen on Spotify: https://open.spotify.com/episode/1c9w2w5fkxUoWRBI4HlXrM?si=rHbPDkBCQLyws_U4B3Lo7Q

08/04/2026

The call goes well.

The prospect nods along, says it all makes sense, then asks for the weekend to think it over.

You follow up. They go quiet. And your pipeline fills with maybes that stretch your sales cycle another month.

This week on The Sandler Training Hour, we kick off a two-part series on objections, starting with the one you hear most: think it over. Part two drops next week.

The first thing we cover is this: salespeople who walk in expecting a stall almost always get one. We walk through the up-front contract and the language for naming three possible outcomes at the top of a call. We move forward. It is not a fit and we part ways. Or it is a yes but not right now. When a buyer agrees to a decision structure at the start, the end of the call stops feeling rushed and starts feeling expected.

Jim also owns the years he spent softening every expectation with wishy-washy language because he did not want to feel aggressive. We talk about why moving every meeting to a logical next step is what separates a closer from a professional visitor.

And then there is the uncomfortable part: you are the easiest person to sell. If commitment stays optional in your own head, you will win every internal negotiation and change nothing.

If you are getting a lot of think it overs, sit with this question: what are you doing to set the expectation for one?

New episode: Why Prospects Keep Saying They Need to Think It Over

▶️ Watch on YouTube: https://www.youtube.com/watch?v=NcRAuADRAGo
🎙️ Listen on BuzzSprout: https://thesandlertraininghour.buzzsprout.com/2090988/episodes/19592420-why-prospects-keep-saying-they-need-to-think-it-over
🎧 Listen on Spotify: https://open.spotify.com/episode/1Hv4QUH79kQS9gbeSJeGis?si=gadQwCTVTZWzGEom4-Qckw

07/27/2026

Two people sit down for a sales meeting. Neither one asks enough questions. Both start filling the gaps with assumptions about the other.

That is where deals go quiet for reasons nobody in the room ever said out loud.

This week on The Sandler Training Hour, Jim and Jason get into what happens when the meaning you intend to send does not survive the trip to the person across the table.

Jim brings in what it means to be impeccable with your word: not just honesty, but the gap between the message you mean and the message the other person actually receives. Jason brings in topicality from debate, the idea that you have to define the terms before you argue the substance. Skip that step and two people can disagree through an entire meeting without realizing they were never talking about the same thing.

We also get into why accumulated scripts make a salesperson feel pushy even when they are not trying to be, how negative reverse selling takes the pressure out of the conversation, and why suspicion makes a poor foundation for any relationship.

Nobody wants to be sold. People do need help buying. That is a different conversation, and this episode is about how to have it.

New episode: Stop Reading Into What Your Prospect Doesn't Say

🎧 Watch on YouTube: https://www.youtube.com/watch?v=tJE-HZqzqhA
🎧 Listen on Spotify: https://open.spotify.com/episode/4LXvMXOrYMNf0KFKZeVsSC?si=HIFj60GMQDqmjaPLzsaDBw
🎧 Listen on Buzzsprout: https://thesandlertraininghour.buzzsprout.com/2090988/episodes/19556414-why-your-sales-conversations-end-in-assumptions-instead-of-agreements

07/22/2026

A prospect says the words every seller wants to hear: I need help.

So you help. You show them exactly what you know, walk them through the solution, answer every question.

They thank you. The deal goes nowhere.

This week on The Sandler Training Hour, we name what is causing it.

Most people in business development are natural problem solvers. That reflex is exactly the trap. The instinct to start fixing the moment someone describes a problem costs sellers deals, time, and leverage before most of them realize it.

We get into the inbound lead trap: why a request that lands squarely in your wheelhouse triggers happy ears, and why giving a prospect the information that lets them judge you before you gather what lets you qualify them puts you in a losing position from the first call.

We also talk about the ego piece, and this is the uncomfortable part. If you feel compelled to answer every question, you are getting a need met. Being needed. Being appreciated. Jim owns his own history as a chronic fixer and the value he lost to it.

The job is not solving problems. It is facilitating discovery and reaching a mutual agreement about next steps. We also get into why framing a call as discovery instead of a sales call changes how you show up, because mindset has to drive behavior.

New episode: Why Prospects Take Your Free Advice and Never Buy

🎧 Watch on YouTube: https://www.youtube.com/watch?v=kHVMBKkbrSg
🎧 Listen on Spotify: https://open.spotify.com/episode/00KcmjwGulOXmeCQu0wzKp?si=nEL0B3gbSi-PQkeIu2bxQA
🎧 Listen on Buzzsprout: https://thesandlertraininghour.buzzsprout.com/2090988/episodes/19509685-why-prospects-take-your-free-advice-and-never-buy

07/13/2026

You leave calls without a firm next step because you do not want to push.

Then you spend the week chasing.

The problem is not that you are too aggressive. It is the opposite. The fear of looking like the stereotypical salesperson has quietly made the situation worse, not better.

This week on The Sandler Training Hour, we separate assertiveness from aggression and get into why most sellers lose clarity and deals somewhere in the gap between the two.

Jim tells the fire hydrant story. He was learning to ride a bike, fixating on the one hydrant in the sidewalk, and hit it. Sellers do the same thing. Stare hard enough at what you are trying to avoid and you steer straight into it.

We also get into the clear future commitment: never ending a call without a scheduled meeting, a mutually agreed agenda, and a defined outcome. That kind of directness is not pressure. It is leadership. Most buyers who reached out are closer to a decision than you think, and pressure is the wrong tool. A plan is the right one.

If you tend to avoid being direct because you do not want to come across as pushy, this episode reframes the whole thing.

New episode: Why You Chase Prospects Instead of Asking for the Next Step

🎧 Watch on YouTube: https://www.youtube.com/watch?v=WackXJ93Ogc
🎧 Listen on BuzzSprout: https://thesandlertraininghour.buzzsprout.com/2090988/episodes/19472448-why-you-chase-prospects-instead-of-asking-for-the-next-step
🎧 Listen on Spotify: https://open.spotify.com/episode/3qNhDlteQsyrZ0hm3rvRGx?si=sSD6y968TdW0c4oRWYHH_g

07/08/2026

You finally had the hard conversation.

You said the thing you had been putting off. The other person heard you. You both moved on.

A week later the same behavior is back.

This is the part of hard conversations nobody prepares you for: the follow-up. One conversation does not buy permanent compliance, and no human has ever worked that way.

This week on The Sandler Training Hour, we get into what actually comes after the confrontation, and why the reminder matters more than the conversation that started it.

Working up the nerve to open the conversation is only the first half of the skill. We also walk through a reframe that changes the whole posture of these moments. When you treat someone as a problem to fix, you have turned them into an object. Controlling an object that has free agency is manipulation. The better question is not "stop doing that." It is "how can I help you be on time?" Same issue. Completely different dynamic.

We also get into why defining your process so tightly that every person gets handled the same way solves for a category while ignoring the individual. The payoff grows the more you understand what makes each person different.

If you have ever caught yourself repeating the same feedback until you are sick of your own voice, this one is for you.

New episode: Why One Hard Conversation Never Fixes the Problem

🎧 Watch on YouTube: https://www.youtube.com/watch?v=6ln-lmtNMu0
🎧 Listen on Spotify: https://open.spotify.com/episode/2C1jnszYcE9fUyyipAwRUS?si=dQpyQ5JCRpW17DWBxY9QHw
🎧 Listen on Buzzsprout: https://thesandlertraininghour.buzzsprout.com/2090988/episodes/19433032-why-one-hard-conversation-never-fixes-the-problem

06/29/2026

Six flat tires. One day. Wyoming.

Jason fixed every one the same way. By the sixth he was not getting better at changing a tire; he was managing the emotion of getting another flat.

There was a metal shard in the tire the whole time. One real diagnosis up front would have saved the other five.

Sales has the same version of this problem, and it quietly costs people their whole year.

This week on The Sandler Training Hour, Jason shares that story and what it taught him about why activity without diagnosis is just a more exhausting way to stay stuck.

We get into the Success Triangle: behavior, attitude, and technique. Good intentions and real effort with no sharp technique behind them look like one thing from the outside: poor ex*****on. We also talk about the cookbook, your daily minimum sales behaviors, and why without one you end up on the roller coaster. A ton of prospecting, then panic about delivery, then nothing left to deliver, then a scramble back.

One more thing we cover: shame only survives in the dark. Most of the people around you want you to win. They just do not know you are struggling because you never asked.

The difference between 30 years of experience and one year repeated 30 times is whether you stopped to audit what was actually working.

New episode: Why Your Sales Activity Isn't Getting the Results You Expected

🎧 Watch on YouTube: https://www.youtube.com/watch?v=bUKsvMAkc2I
🎧 Listen on BuzzSprout: https://thesandlertraininghour.buzzsprout.com/2090988/episodes/19407505-why-your-sales-activity-isn-t-getting-the-results-you-expected
🎧 Listen on Spotify: https://open.spotify.com/episode/4SkvsTWsGJs1jmQBYpFe91?si=6Ij70ynlTcSgNFwhkdP2_Q

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