Sandler

What Sandler does

Sandler Systems, LLC operates a global sales training franchise built on the proprietary Sandler Selling System — a codified methodology built around the BAT (Behavior, Attitude, Technique) triangle that has been continuously developed since the company's founding in 1967. The registered brand encompasses 50,000+ businesses served worldwide through a network of regional Sandler Training Centers, including the Jersey Shore franchise operated by Scott Bliss out of Brick, NJ (Sandler by Scott Bliss, Jersey Shore). The Sandler name and stylized logos are registered service marks held by Sandler Systems, LLC, which forms the structural basis of the franchise model.

The product portfolio sits in three layers: core training programs (Sales Training, Sales Leadership Training, Customer Success Training), talent solutions (Assessments leveraging Extended DISC and Talogy Caliper certifications, plus Sandler certification programs for practitioners), and support/specialized offerings (Sandler Reinforcement Services, Coaching & Consulting, Online Training, Accelerated Management Program, and a Channel Sales Series). Delivery is hybrid — on-site at client locations, in-center at the Brick, NJ training hub, and via a digital/online platform for remote access. The "Crash a Class" complimentary session serves as a top-of-funnel acquisition mechanic, paired with content marketing (articles, white papers, podcasts, webinars), newsletters, customer testimonials, and the annual Sandler Summit event.

The business model is professional services–driven: revenue is generated from structured training engagements, ongoing coaching and consulting retainers, assessment delivery, certification programs, and ancillary training materials/books. Pricing is not publicly disclosed and is positioned as bespoke per client. The Jersey Shore franchise — a 1–10 employee operation within the broader network — serves individuals, sales teams, sales managers, business owners/presidents/CEOs, scaling companies, enterprise organizations, and various verticals (tech, finance, professional services). No revenue, funding events, or M&A activity are disclosed in the available data.

Name

Sandler

Legal name

Sandler Systems, LLC

Website

https://maximumperformance.sandler.com

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

1–10 employees

Short description

Sandler Systems, LLC operates a sales training franchise network built on the proprietary Sandler Selling System (BAT framework). The Brick, NJ center delivers training, coaching, assessments, and certification to individuals, sales teams, and enterprises.

Ownership category

akta.pro rank

Product category

Sales Training & Coaching Services

NAICS

Professional and Management Development Training (61143), Professional and Management Development Training (611430)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Consultative Selling & Discovery (EDABABAC)

akta.pro secondary industries

Sales, Customer Service & Soft Skills Training (BPACANAD), Contact Center Leadership & Supervisory Skills (EDABACAK), Knowledge Management & Script/Playbook Development (EDABACAM)

Keywords

• Sales training programs
• Sales coaching services
• Sales leadership training
• Customer success training
• Talent assessment services

Headquarters

HQ city

New Jersey

HQ country

Trinidad & Tobago

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Sales Training Programs: Revenue generated from structured sales training programs delivered to individuals, teams, and enterprise organizations. Programs include sales training, sales leadership training, and customer success training, offered both online and on-site.
2. Coaching & Consulting Services: Ongoing sales coaching and consulting engagements that provide reinforcement and continuous support, positioning Sandler as long-term partners in client success.
3. Assessments: Hiring and talent assessments including Extended DISC and Talogy Caliper certifications used for finding and keeping top sales talent.
4. Certification Programs: Certification offerings that validate sales professionals' mastery of Sandler methodologies.
5. Training Materials & Books: Sales books, white papers, and educational resources sold or provided as part of the training ecosystem.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Sandler delivers professional sales training, leadership training, customer success training, and ongoing sales coaching/consulting services anchored by the proprietary Sandler Selling System built on the BAT (Behavior, Attitude, Technique) triangle. Services are delivered through a regional training center (Brick, NJ franchise), on-site at client locations, and via online training platforms, supplemented by talent assessments and certification programs for sales professionals and coaches.

Product overview

Sandler is a sales training company offering a comprehensive suite of training solutions built around the proprietary Sandler Selling System. The portfolio includes core training products (Sales Training, Sales Leadership Training, Customer Success Training), talent solutions (Assessments with Extended DISC and Caliper certifications), support services (Reinforcement Services, Coaching & Consulting), and specialized programs (Accelerated Management Program, Channel Sales Series, Online Training, Certification). The Sandler Selling System, based on the BAT (behavior, attitude, technique) triangle methodology, serves as the unifying framework across all offerings, with over 50 years of proven success and reach to more than 50,000 businesses worldwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Sales Training Core sales training program built on the Sandler Selling System methodology, designed to help sales professionals find and close profitable deals, navigate the user journey, and avoid eroding margins with discounts.
• Sales Leadership Training Training program focused on developing sales management and leadership capabilities to help business leaders effectively manage sales teams and drive performance.
• Customer Success Training Training designed to help customer success teams provide consultative approaches that deliver value throughout the entire customer lifecycle.
• Sandler Reinforcement Services Ongoing reinforcement and support services to ensure lasting, effective results from Sandler training programs, positioning the company as long-term partners rather than one-time trainers.
• Assessments Hiring and talent assessment tools including Extended DISC and Talogy Caliper certifications, designed to help businesses find and choose top sales talent and improve onboarding.
• Online Training Digital and online training options providing flexibility for individuals and businesses to access Sandler methodologies remotely.
• Certification Certification programs for sales professionals and coaches, including Sandler Top Training recognition and Extended DISC certification.
• Coaching & Consulting One-on-one coaching and consulting services providing mentorship and customized strategies aligned with local market demands.
• Accelerated Management Program Intensive program designed to rapidly develop management and leadership skills for scaling companies.
• Channel Sales Series Training program focused on channel sales strategies and partnership models for businesses utilizing indirect sales channels.

Quantifiable outcome

• Over 50k businesses empowered worldwide
• +1 more outcomes

Segments8 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• ValueSelling Associates: Methodology-based B2B sales training and consulting with a global associate network; comparable to Sandler's franchise model and consultative selling emphasis.
• BTS Group: Global consultancy that designs and delivers custom sales and leadership development simulations and learning programs for enterprises; competes in the higher end of Sandler's enterprise segment.
• RAIN Group: Sales training and consulting firm providing customized sales programs, coaching, and a recognized sales methodology; competes with Sandler in mid-market and enterprise sales enablement.
• Richardson Sales Performance: B2B sales training and consulting firm offering methodology-driven curriculum, sales coaching, and curriculum-as-a-service; closely competes with Sandler's consultative selling focus.
• FranklinCovey: Sells leadership, sales performance, and customer loyalty training programs to enterprises worldwide, including FranklinCovey All Access Pass subscriptions. Overlaps with Sandler's sales leadership and reinforcement offerings.
• The Brooks Group: Sales training and consulting company focused on consultative and value-based selling, often targeting industrial and B2B verticals; directly comparable to Sandler's customer segments.
• Dale Carnegie Training: Long-established global sales and leadership training franchise network with comparable in-person plus online delivery, methodology-driven curricula, and enterprise/government clientele. Directly comparable to Sandler's training center model.

Emerging players

• Outreach: Sales execution platform with embedded learning, coaching, and AI-driven enablement features; an emerging alternative to traditional sales training providers.
• Gong.io: Revenue intelligence platform that embeds sales coaching, training recommendations, and best-practice playbooks into sales workflows; represents the digital enablement shift competing against traditional trainer-led models like Sandler.

Broad incumbents

• Korn Ferry: Global organizational consulting firm with sales effectiveness, leadership development, and talent assessment practices that overlap with Sandler's training, coaching, and Caliper-adjacent assessments.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/SandlerattheNJshore
• LinkedInlinkedin.com/company/sandler-training-by-maximum-performance-management

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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