Sandler Training

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.

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

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

• Sales training programs
• Sales methodology coaching
• Leadership development services
• Executive sales coaching
• Sales performance management

Headquarters

HQ city

Baltimore

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. Corporate Training Programs: Provides comprehensive sales training programs including Sales Development Series, Sales Mastery, Enterprise Selling, and Leadership programs to corporate clients.
3. Training Certifications: Sandler certification program that validates sales professional competencies through verified learning paths.
4. 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.
5. Assessments and Tools: DISC assessments, team assessments, benchmarking tools, and various sales performance measurement instruments.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core 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

Named customers2 records

Segments11 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature4 records

Partnerships

One partnership is on record.

• VaricentcoreStrategic or Co-development Partner · 8 July 2026Varicent'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

Direct 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

• Xx.com/sandlertraining
• YouTubeyoutube.com/sandlerworldwide
• Facebookfacebook.com/sandlertraining
• LinkedInlinkedin.com/company/sandler-training
• Instagraminstagram.com/sandlertraining

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Training