On behalf of Sandler Training, our thoughts are with our clients and their families and businesses impacted by COVID-19. We are committed to working with you to help you and your business through these extraordinary times. Sandler Training is open but operating remotely in accordance with recommendations by WHO and the UK government to do our part to help ‘flatten the curve’ for the NHS . We’re here for you and the community. Please don’t hesitate to call or email us to talk through your concerns. Best wishes for the health and safety of your families, teams, and clients.
Skip to main content
Berkshire | david.davies@sandler.com

How to Sell to
the Modern Buyer

The classic Sandler selling principles –aligned with the modern buyer’s journey.

According to Sandler CEO David Mattson, the definition of professional selling is simple. It’s a conversation between adults to uncover the truth.

This definition – so at odds with the high-pressure approaches to selling that have come to define salespeople in popular culture – lies at the heart of Mattson’s breakthrough book How to Sell to the Modern Buyer. His message is both timeless and timely, as changes in technology and buying habits have transformed the buyer journey. To address those changes, Mattson provides 52 concise, tested selling rules for professionals who must learn to adjust to dramatic marketplace changes -- fast. As Frank Cespedes, senior lecturer at Harvard Business School, puts it: “Read this book, because it’s not the customer’s responsibility to adapt to your selling approach; it’s your responsibility to adapt to how and why they buy.”

“The timeless Sandler Selling Rules, updated and expanded for today’s sales professionals. The only safe assumption is that your competition will eventually be reading all or part of How to Sell to the Modern Buyer … so my advice is to get the jump on them.”

John Hittler | CEO Advisor, Author, and Co-founder of Evoking Genius

About the Author

David Mattson

David Mattson is a best-selling author, sales and management thought leader, keynote speaker and leader for sales training seminars around the world. As CEO and President of Sandler, Mattson oversees the corporate direction and strategy for the company’s global operations including sales, marketing, consulting, alliances, and support. His key areas of focus are leadership, strategy, and client satisfaction.