What Sandler does

Sandler is a US-based sales performance organization, founded in 1968 by David Sandler and operating today as Sandler Systems, LLC, a subsidiary of Trilliad. Its core offering is the proprietary Sandler Selling System, a sales methodology built on the BAT (Behavior, Attitude, Technique) triangle that addresses behavior, attitude, and technique dimensions of sales performance rather than surface-level tactics. The product portfolio spans core sales training, sales leadership training, customer success training, hiring assessments, certification, ongoing coaching and consulting, channel sales enablement, and the Sandler U online learning platform, with the recently launched PerformanceIQ analytics initiative extending the offering toward performance measurement.

The company serves a horizontal mix of customers including business owners/presidents/CEOs, sales managers, sales teams, individuals, enterprise organizations, and scaling companies. Distribution is hybrid: a franchise/licensed operator network (e.g., Coffman Group LLC operating centers in Overland Park, San Diego, and Southlake) delivers local in-person training, while direct enterprise sales handle larger organizational engagements and the Sandler U platform enables self-serve virtual learning. Revenue is generated through franchise licensing royalties, professional services for training delivery, and recurring online subscription/certification streams.

The business is mature (50+ years operating, 50,000+ businesses served cumulatively per company claims) and small at the corporate level (11-50 employees), with industry recognition including Selling Power 2024, Top 20 Sales Training Company 2024, and Training Industry Top 20 2025. A November 2025 leadership transition appointed Dave Braun as President under parent Trilliad, coinciding with the PerformanceIQ launch as the most recent strategic move.

Name

Sandler

Legal name

Sandler Systems, LLC

Website

https://coffmangroup.sandler.com

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

11–50 employees

Short description

Sandler Systems, LLC is a US sales performance organization, subsidiary of Trilliad, that delivers the proprietary Sandler Selling System (BAT framework) through franchise training centers, enterprise programs, and the Sandler U online platform, serving business owners, sales leaders, teams, and individuals.

Ownership category

akta.pro rank

Product category

Sales Training & Performance Development Services

NAICS

Other Professional Equipment and Supplies Merchant Wholesalers (423490)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

Solution Selling & Value-Based Selling (EDABABAD)

akta.pro secondary industry

Consultative Selling & Discovery (EDABABAC)

Keywords

• Sales training methodology
• Sales leadership development
• Sales coaching consulting
• Franchise training services
• Sales performance assessment

Headquarters

HQ city

Overland Park

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Franchise Licensing: Sandler generates revenue through franchise licensing fees, where independently owned training centers pay for the right to use the Sandler brand, methodology, marketing materials, and ongoing support. Franchisees operate as separate business entities delivering Sandler training programs.
2. Training Delivery Services: Revenue from delivering sales training programs including on-site training, virtual training, sales bootcamps, and coaching/consulting services. Training is offered at various price points through franchisee locations and corporate programs.
3. Online Training and Certification: Sandler U platform and online training programs provide digital access to methodology content, certifications, and ongoing learning resources for individuals and teams.
4. Assessments and Tools: Revenue from hiring assessments and diagnostic tools that support sales talent evaluation and team development within client organizations.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Sandler delivers the proprietary Sandler Selling System, a sales performance methodology grounded in the BAT (Behavior, Attitude, Technique) triangle. The company sells and licenses sales training programs, sales leadership and customer success training, hiring assessments, coaching & consulting, certification, online training through its Sandler U platform, and ongoing reinforcement services to businesses, sales teams, managers, and individuals.

Product overview

Sandler is a sales performance organization offering a platform-plus-modules architecture centered on the proprietary Sandler Selling System (based on the BAT triangle of Behavior, Attitude, and Technique). The core offering includes sales training, sales leadership training, and customer success training, supported by add-on modules such as Assessments, Online Training, Sandler U, Certification, Coaching & Consulting, Channel Sales Series, and Reinforcement Services. The company also hosts Sandler Summit events and recently launched PerformanceIQ for performance measurement. With over five decades of experience, Sandler claims to have empowered more than 50,000 businesses globally through customizable training solutions ranging from individual coaching to enterprise-wide programs.

Differentiator

Problem solved

Functional benefit

Brands

• Sandler U: Virtual sales and leadership training programs offered by Sandler, providing online learning and certification opportunities.

Products and services

• Sandler Selling System A proprietary sales methodology grounded in the BAT (Behavior, Attitude, Technique) triangle that provides a framework for addressing core sales performance issues rather than surface symptoms; licensed and delivered to businesses, sales teams, and individuals.
• Sales Training Training programs designed to help sales professionals find and close profitable deals, navigate the user journey consultatively, and avoid eroding margins with excessive discounts; delivered on-site, virtually, and through bootcamps.
• Sales Leadership Training
• Customer Success Training Training that helps customer success teams maintain and grow customer relationships post-sale through Sandler methodology adaptations.
• Coaching & Consulting Ongoing coaching and consulting services providing continuous reinforcement and support for sustainable improvement and lasting results beyond initial training.
• Assessments Hiring and personnel assessments that help organizations find, choose, and onboard the right sales talent while reducing costly turnover.
• Sandler U (Online Training) A virtual training platform offering Sandler sales and leadership programs, certifications, and on-demand content accessible online for individuals and distributed teams.
• Certification Certification programs that enable individuals and organizations to become Sandler Certified Instructors with demonstrated proficiency in Sandler methodology and delivery.
• Channel Sales Series A training program designed for channel sales partners and distribution networks to enable and develop partner/channel sales motions.
• Sandler Reinforcement Services Ongoing reinforcement and support services that ensure Sandler training principles are understood, effectively implemented, and sustained over time within client organizations.
• Sandler 2-Day Sales Bootcamp Intensive in-person 2-day sales bootcamps held at various locations covering core sales methodology and techniques; positioned as a hands-on training entry point.
• PerformanceIQ A performance measurement and analytics initiative launched in November 2025 to expand Sandler's sales solutions and performance capabilities under President Dave Braun.

Quantifiable outcome

• Empowered more than 50,000 businesses with its revolutionary approach

Named customers1 record

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Dale Carnegie Training: Iconic sales and leadership training franchise established in 1912, operating globally through licensed franchises delivering proprietary human-relations and sales methodology — directly comparable to Sandler's franchise-led, methodology-centric sales training model.
• Richardson Sales Performance: Sales training and performance improvement firm offering proprietary Consultative Selling methodology, certification programs, and digital enablement tools — a direct rival with comparable B2B sales training methodology, consulting, and content offerings.
• Corporate Visions (The Challenger Sale): Sales training and messaging company built around the Challenger methodology, focused on teaching distinctive sales conversations — competes with Sandler for the same sales training budget with a competing proprietary framework.
• Wilson Learning: Global sales and leadership performance improvement company offering proprietary methodologies, assessments, and certification programs — long-standing direct competitor serving enterprise B2B sales training needs comparable to Sandler's.
• RAIN Group: B2B sales training and consulting firm known for the Sales Warrior and Top-Line Growth methodologies, offering customized workshops, coaching, and consulting — competes directly with Sandler for mid-market and enterprise sales enablement budgets.
• BTS: Global sales force effectiveness and business transformation firm delivering customized sales capability programs, simulations, and consulting — comparable enterprise sales training and performance improvement offerings.
• Sales Readiness Group (SRG): Sales training and readiness company providing customized sales onboarding, coaching, and performance improvement services — directly competes with Sandler for enterprise sales enablement engagements.

Broad incumbents

• Korn Ferry Sales Academy: Large global organizational consulting firm offering sales training and assessment solutions as part of its broader talent and leadership portfolio — competes with Sandler from a much larger and more diversified platform.
• Skillsoft: Large enterprise training, content, and SaaS-based learning provider offering sales, leadership, and compliance courses at scale — competes with Sandler in the broader corporate training market with a content- and technology-led model.

Emerging players

• JBarrows Training & Consulting: Boutique sales training and consulting firm targeting SaaS and technology sales organizations with methodology-led enablement — niche emerging player addressing overlapping sales training buyer segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/f44667746
• Xx.com/CoffmanGroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sandler