{"id":13157,"date":"2022-09-06T08:00:00","date_gmt":"2022-09-06T08:00:00","guid":{"rendered":"https:\/\/sandler.dsstaging2.com\/case-study\/the-sander-rules-2-0\/"},"modified":"2023-10-26T16:24:41","modified_gmt":"2023-10-26T16:24:41","slug":"how-to-sell-modern-buyer","status":"publish","type":"post","link":"https:\/\/sandler.com\/sandler-books\/how-to-sell-modern-buyer\/","title":{"rendered":"How to Sell to the Modern Buyer"},"content":{"rendered":"\r\n<p><strong>David Mattson\u2019s new book updates and expands the classic list of selling rules<\/strong>.<\/p>\r\n<p>On September 22nd, Sandler CEO David Mattson kicked off the proceedings at the <a href=\"https:\/\/www.sandler.com\/resources\/webinars\/2022-virtual-summit\/\">2022 Sandler Virtual Summit<\/a> with an overview of his new book, <a href=\"https:\/\/www.amazon.com\/gp\/product\/1737010224\">How to Sell to the Modern Buyer<\/a>. The book presents a revised and expanded summary of Sandler\u2019s classic list of rules for selling professionals.<\/p>\r\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/sandler.com\/sandler-books\/how-to-sell-modern-buyer\/#Buy_the_Book\" >Buy the Book<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/sandler.com\/sandler-books\/how-to-sell-modern-buyer\/#GRAB_YOUR_FREE_SAMPLE_CHAPTER\" >GRAB YOUR FREE SAMPLE CHAPTER<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Buy_the_Book\"><\/span>Buy the Book<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n<p>Get the Sandler book, <a href=\"https:\/\/www.amazon.com\/gp\/product\/1737010224\">How to Sell to the Modern Buyer<\/a>, in the <a href=\"https:\/\/learn.sandler.com\/lmt\/clmsBrowseV2.prMain?site=sandler&amp;in_lang=en-us&amp;in_region=us\">Sandler Shop<\/a>, <a href=\"https:\/\/www.amazon.com\/gp\/product\/1737010224\">Amazon<\/a>, or <a href=\"https:\/\/www.amazon.com\/dp\/B0BN293VWT\">Kindle<\/a>.<\/p>\r\n<p>Mattson\u2019s powerful new work offers a close look at the modern buying journey. It examines how that journey has changed over time, what it looks like today, and how you can adapt to it and yet still stay true to your sales methodology.<\/p>\r\n<p>\u201cBuyers are more educated than in years past,\u201d Mattson writes. \u201cBut that\u2019s not the only change. There are likely to be more decision-makers involved in any given purchase, trends in digital buying have accelerated, and a lot more buyers are inclined to hold salespeople at arm\u2019s length. And of course, people at all levels of the buying organization are using a dizzying array of communication platforms. The technology has changed, the way we interact with our customers has changed, and the social and cultural norms have certainly changed. So how do we adapt to the modern buyer journey\u2026but still stay true to our sales methodology? How do we find the sweet spot that allows us to do both of those things?\u201d<\/p>\r\n<p>At the Virtual Summit, Mattson shared some powerful principles from the new book for doing just that \u2013 and he also previewed the updated and expanded Sandler Rules. The list now includes a number of rules that address the realities of digital age selling. (For instance: <em>Leverage technology to engage, not to hide.<\/em>)<\/p>\r\n<p><strong>This one is an exciting program! To watch the replay for the September 22 Sandler Virtual Summit, <\/strong><a href=\"https:\/\/www.sandler.com\/resources\/webinars\/2022-virtual-summit\/\"><strong>click here<\/strong><\/a><strong>.<\/strong><\/p>\r\n<p>&nbsp;<\/p>\r\n<h2><span class=\"ez-toc-section\" id=\"GRAB_YOUR_FREE_SAMPLE_CHAPTER\"><\/span>GRAB YOUR FREE SAMPLE CHAPTER<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n<p><em>We will email you instructions on how to access your content and other important information.<\/em><\/p>\r\n<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/embed\/v2.js\"><\/script>\r\n<script>\r\n  hbspt.forms.create({\r\n    region: \"na1\",\r\n    portalId: \"21604003\",\r\n    formId: \"6b8e6f73-658c-4db0-99fd-99a8e8786782\"\r\n  });\r\n<\/script>","protected":false},"excerpt":{"rendered":"<p>How to Sell to the Modern Buyer: 52 Sandler Rules for Sales Success presents a revised and expanded summary of Sandler\u2019s classic list of rules for selling professionals.<\/p>\n","protected":false},"author":18,"featured_media":13551,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[1045],"tags":[1105,1136,1080,1200],"class_list":["post-13157","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sandler-books","tag-sales-process","tag-sales-success","tag-sandler-rules","tag-selling-strategies"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - 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