Sandler Training
Sandler Training is a privately held sales performance and training company founded in 1967, serving 50K+ global customers through a 200+ location franchise network across 34 countries, with a portfolio spanning sales, leadership, and customer success training programs plus an AI-powered performance ecosystem.
- Company typePrivate
- Founded1967
- HeadquartersBaltimore, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingServices
What Sandler Training does
Sandler Training (legal entity Sandler Systems, LLC) is a privately held sales performance and training company founded in 1967 by David Sandler and headquartered in Owings Mills, Maryland. The company operates a hybrid business model centered on a globally franchised network of 200+ training centers across 34 countries, supplemented by direct corporate training engagements and an online learning management system. Sandler delivers a connected portfolio of sales, leadership, and customer success training programs (Sales Development Series, Sales Mastery, Enterprise Selling, Customer Success Series, Leadership for Organizational Excellence), supplemented by assessment tools (DISC, benchmarking), a Sandler certification program, and the How to Succeed Podcast (top 1% globally with 2.5M+ downloads). In July 2026, Sandler launched the Sales Performance Ecosystem, an AI-powered platform that evaluates selling skills inside actual buyer conversations and delivers continuous, personalized coaching. The company is owned by Trilliad, a growth investment firm, and was reported to have 50K+ customers and delivered 500K hours of training annually.
The company monetizes through multiple streams: one-time franchise fees ($65,000) and ongoing royalties from 200+ franchisees, direct corporate training contracts for enterprise clients (500+ employees), subscription-based assessments and online learning, certification programs, and book sales. Franchisees average $755,432 in gross revenue with top-quartile franchisees at $2,019,624. Sandler targets a hybrid segmentation spanning enterprise (500+ employees), growing businesses and entrepreneurs, and functional buyers including business development, HR, learning and development, and customer success teams across industries such as technology, professional and financial services, manufacturing, call centers, and medical devices and pharma. Customer outcomes are highlighted as 50% more salespeople hitting quotas, 88% improved sales strategy, and 96% client recommendation rate, though these are vendor-reported.
The company's competitive positioning rests on a 58-year-old proprietary methodology (Sandler Selling System), a global franchise distribution moat, and a recently launched AI-powered measurement platform. Leadership transitioned in November 2025 when Trilliad appointed Dave Braun (previously COO) as President, while David H. Mattson continues as Executive Chairman and President of Franchise. The company is privately held under Trilliad, with no public financial disclosures.
Sandler Training firmographics
Firmographics- Name
- Sandler Training
- Legal name
- Sandler Systems, LLC
- Website
- https://sandler.com
- Company type
- Private
- Founded year
- 1967
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Sandler Training is a privately held sales performance and training company founded in 1967, serving 50K+ global customers through a 200+ location franchise network across 34 countries, with a portfolio spanning sales, leadership, and customer success training programs plus an AI-powered performance ecosystem.
- Ownership category
- akta.pro rank
Sandler Training industry classification
Industry- Product category
- Sales Training and Performance Development
- NAICS
- Professional and Management Development Training (611430)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Consultative Selling & Discovery (EDABABAC)
- akta.pro secondary industry
- Training Delivery Providers (In-Person, Virtual, Train-the-Trainer) (BPACANAM)
Keywords
Where Sandler Training is headquartered
LocationHeadquarters
- HQ city
- Baltimore
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Sandler Training business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Franchise Fees and Royalties: Sandler operates a franchise model with over 200 franchise locations worldwide. Franchisees pay an initial fee of $65,000 and ongoing royalties. Average gross revenue for US franchisees is $755,432 with top 25% achieving $2,019,624.
- Corporate Training Programs: Provides comprehensive sales training programs including Sales Development Series, Sales Mastery, Enterprise Selling, and Leadership programs to corporate clients.
- Training Certifications: Sandler certification program that validates sales professional competencies through verified learning paths.
- Books and Publications: Sale of Sandler-branded books including 'How to Sell to the Modern Buyer' and 'Leadership for Organizational Excellence' authored by David Mattson.
- Assessments and Tools: DISC assessments, team assessments, benchmarking tools, and various sales performance measurement instruments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Franchise Fee |
| Subscription | Multi-year contract | Initial Investment |
| Subscription | Annual | Enterprise Training |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels9 records
Sandler Training product offering
Product offeringCore offering
Sandler Training delivers sales, management, and leadership training programs, consulting, and executive coaching built on the proprietary Sandler Selling System methodology. Offerings are organized as a connected ecosystem spanning hiring, development, coaching, and reinforcement, delivered through a global franchise network of 200+ centers across 34 countries, direct corporate engagements, and an AI-powered Sales Performance Ecosystem platform.
Product overview
Sandler Training offers a comprehensive suite of sales performance solutions organized as a platform-plus-modules architecture. The core offerings include the Sales Development Series (core methodology), Sales Mastery (advanced training), and Sales Performance Ecosystem (AI-powered measurement platform). Supporting modules span reinforcement services, certification programs, enterprise selling, customer success, sales leadership training, and management development. The company also provides assessment tools including DISC profiles and team assessments, plus content resources like the How to Succeed Podcast. A franchise model extends the brand globally with 200+ locations across 34 countries.
Differentiator
Problem solved
Functional benefit
Brands
- Sales Performance Ecosystem: First-to-market solution to evaluate selling skills inside actual buyer conversations and connect training directly to revenue outcomes.
- PerformanceIQ
- Sandler Selling System
- How to Succeed Podcast
- Sales Development Series
- Sandler Enterprise Selling
- UpStep
Products and services
- Sales Development Series
Quantifiable outcome
- 50% more salespeople hit quotas than those without Sandler training
- +4 more outcomes
Companies that use Sandler Training
Customer profileNamed customers2 records
Segments11 records
Ideal customer profiles3 records
Sandler Training technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature4 records
Sandler Training partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- VaricentcoreVaricent's revenue leadership team has adopted the Sandler Sales Performance Ecosystem to diagnose performance gaps and deliver targeted coaching to sales teams. This partnership represents early adoption of Sandler's first-to-market sales performance solution that connects training directly to revenue outcomes.
Scale indicators9 records
Recent moves5 records
Expansion highlights6 records
Sandler Training competitors and assessment
Company assessmentDirect peers
- Dale Carnegie Training: Dale Carnegie is a long-established global sales, leadership, and professional development training provider with a comparable franchise-like delivery network. Both companies sell consultative selling and management development programs to enterprise and SMB customers worldwide.
- Richardson Sales Performance: Richardson is a sales training and performance improvement company focused on consultative selling and sales leadership, selling to enterprise and mid-market clients. It directly competes with Sandler's core sales methodology and corporate training offerings.
- RAIN Group: RAIN Group provides sales training, coaching, and consulting with a proprietary methodology targeting enterprise sales organizations. It overlaps directly with Sandler on sales methodology training, sales leadership development, and customized enterprise programs.
- Challenger Inc. Challenger is a sales training and consulting firm built around its Challenger Selling methodology, serving enterprise sales teams with proprietary sales frameworks. It competes head-to-head with Sandler in the methodology-driven enterprise sales training category.
- Wilson Learning Worldwide: Wilson Learning is a global sales and leadership development company offering customized training programs and assessments to enterprise clients. Its product mix of consulting, workshops, and measurement solutions closely mirrors Sandler's training-plus-assessment model.
- Action Selling Systems: Action Selling is a sales training company built around its proprietary five-step selling process and offers franchise and corporate training delivery models. It competes with Sandler in structured, methodology-based sales training for SMB and mid-market customers.
- BTS Group: BTS is a global professional services firm specializing in sales and leadership capability building through simulations, workshops, and digital learning. It competes with Sandler for enterprise sales transformation mandates while also bundling leadership development.
Broad incumbents
- Korn Ferry: Korn Ferry is a global organizational consulting firm that acquired the Miller Heiman sales training franchise and offers broad sales effectiveness and leadership solutions. As a much larger, multi-line consulting incumbent, it competes for enterprise sales training budgets alongside Sandler.
- FranklinCovey: FranklinCovey is a global leadership and performance training company selling proprietary methodologies (e.g., The 7 Habits) to enterprises. While not sales-specific, it overlaps with Sandler in the leadership and management development segments for large organizations.
Emerging players
- Gong.io: Gong is a leading revenue intelligence platform that uses AI to analyze sales conversations and provide coaching insights. It is not a training company but competes for the same enterprise budget that funds outcomes-linked seller development, positioning it as a partial substitute for Sandler's new AI ecosystem.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key highlights7 records
Customer concentration
Sandler Training social profiles
Digital presenceSandler Training financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sandler Training leadership team
Management profileNumber of profiles
Profiles7 records
Sandler Training funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sandler Training M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sandler Training
What does Sandler Training do?
Sandler Training delivers sales, management, and leadership training programs, consulting, and executive coaching built on the proprietary Sandler Selling System methodology. Offerings are organized as a connected ecosystem spanning hiring, development, coaching, and reinforcement, delivered through a global franchise network of 200+ centers across 34 countries, direct corporate engagements, and an AI-powered Sales Performance Ecosystem platform.
Is Sandler Training a public or private company?
Sandler Training is a private company. It is classified as corporate owned and is currently operating.
When was Sandler Training founded?
Sandler Training was founded in 1967. It employs 501 to 1,000 people.
Where is Sandler Training based?
Sandler Training is headquartered in Baltimore, United States, in the North America region.
How does Sandler Training make money?
Five revenue lines are on record. Franchise Fees and Royalties are the primary driver. The others are corporate Training Programs, training Certifications, books and Publications and assessments and Tools.
Who are Sandler Training's main competitors?
Direct peers on record are Dale Carnegie Training, Richardson Sales Performance, RAIN Group, Challenger Inc., Wilson Learning Worldwide, Action Selling Systems and BTS Group. Broad incumbents are Korn Ferry and FranklinCovey. Gong.io is listed as an emerging player.
Does Sandler Training have an API?
No public API is recorded for Sandler Training.
What industry is Sandler Training in?
Sandler Training's product category is Sales Training and Performance Development. Its primary akta.pro industry code is EDABABAC, Consultative Selling & Discovery, with a secondary code of BPACANAM, Training Delivery Providers (In-Person, Virtual, Train-the-Trainer). Its NAICS code is 611430 and its SIC code is 8200.