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How to Sell to the Modern Buyer: 52 Sandler Rules for Sales Success
Tested and proven principles for sales success in any industry or market.
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.
“Mattson’s definition of sales is timeless and also timely, as technology and other factors affect business-development skills. How to Sell to the Modern Buyer recognizes that the most important thing about selling is the buyer, and provides practical advice about behaviors and techniques relevant to dealing with buying changes. 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.”
– FRANK CESPEDES, senior lecturer at Harvard Business School and author, Sales Management That Works.
“A proven success roadmap for the modern sales professional.”
– SAM REESE, CEO, Vistage Worldwide, Inc.
“Another masterful job by Mattson. The 52 rules and insight into the modern buyer are even more relevant in a post-Covid world. A must read for all sales professionals.”
– DAVID S. WILLIAMS, CEO, MRE Capital
“Mattson’s new book How to Sell to the Modern Buyer is an indispensable roadmap to improved sales performance for both sales teams and their leaders.”
– DR. TONY ALESSANDRA, author of People Smart in Business and What Make Humans Tick
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.
“Mattson’s definition of sales is timeless and also timely, as technology and other factors affect business-development skills. How to Sell to the Modern Buyer recognizes that the most important thing about selling is the buyer, and provides practical advice about behaviors and techniques relevant to dealing with buying changes. 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.”
– FRANK CESPEDES, senior lecturer at Harvard Business School and author, Sales Management That Works.
“A proven success roadmap for the modern sales professional.”
– SAM REESE, CEO, Vistage Worldwide, Inc.
“Another masterful job by Mattson. The 52 rules and insight into the modern buyer are even more relevant in a post-Covid world. A must read for all sales professionals.”
– DAVID S. WILLIAMS, CEO, MRE Capital
“Mattson’s new book How to Sell to the Modern Buyer is an indispensable roadmap to improved sales performance for both sales teams and their leaders.”
– DR. TONY ALESSANDRA, author of People Smart in Business and What Make Humans Tick
290 pages, Paperback
Published November 1, 2022
31 people are currently reading
37 people want to read
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Displaying 1 - 5 of 5 reviews
June 12, 2025
A must read for sales professionals.
Simply eye opening and impactful on too many levels to mention. 20 plus years in sales and leadership. Yet this book still taught me multiple things and even revived some best practices back to life. So much so that I have read it twice.
Simply eye opening and impactful on too many levels to mention. 20 plus years in sales and leadership. Yet this book still taught me multiple things and even revived some best practices back to life. So much so that I have read it twice.
January 17, 2023
Great follow up to the sandler rules. Loved the application sections at the end of each section
January 19, 2025
Read this for work. It was fine…helpful if you’re in sales but other than that not all that crazy.
December 25, 2025
Great Sandler rules
October 9, 2023
📌𝗢𝘃𝗲𝗿𝘃𝗶𝗲𝘄
🔺Sales is nothing but a conversation between 2 adults to uncover the truth. The book talks about the behavioral practices, the patterns of buying and the buyers.
🔺But! What intrigued me more is it also talked from a business owner or service providers approach.
🔺Modern buyer isn't a fool, but a well aware individual who takes buying decision quite conciously, hence sales isn't just a game of communication, it is beyond that.
🔺It is not the customer's responsibility to adapt to your selling approach, but it's your responsibility to adapt how and why they buy.
📌𝗠𝘆 𝘁𝗮𝗸𝗲 𝗼𝗻 𝘁𝗵𝗲 𝗯𝗼𝗼𝗸
🔺I liked how the rules were bifurcated into different sections as per the "situations" that we usually face when in sales- while pitching, closing a deal or conversing with clients.
🔺What I loved about the book is it talks with dual approach and not just from a "buyers" perspective.
🔺The language is super simple and fit for the people who are starting out their journey as a freelancer or stepping into creators economy.
🔺The book serves like a roadmap to founders and buisness leaders:) Ultimately the business is run for customers to help them solve problems and make money, founders need to be on the edge always!
🔺The made me quite curious while reading, after a long time I found a book worthy of my time!
📌𝗖𝗼𝗻𝗰𝗹𝘂𝘀𝗶𝗼𝗻
I would say I read a real masterpiece on sales! Bouncing from one book to another, this one I would say for good so far. No over exaggeration, examples & scenarios made it more interesting!
📌𝗥𝗮𝘁𝗶𝗻𝗴- 5/5
🤔𝗪𝗵𝗼 𝗰𝗮𝗻 𝗿𝗲𝗮𝗱?
If you are someone who is running a business, or a professional in sales and marketing domain, go grab this one without any doubt.
🔺Sales is nothing but a conversation between 2 adults to uncover the truth. The book talks about the behavioral practices, the patterns of buying and the buyers.
🔺But! What intrigued me more is it also talked from a business owner or service providers approach.
🔺Modern buyer isn't a fool, but a well aware individual who takes buying decision quite conciously, hence sales isn't just a game of communication, it is beyond that.
🔺It is not the customer's responsibility to adapt to your selling approach, but it's your responsibility to adapt how and why they buy.
📌𝗠𝘆 𝘁𝗮𝗸𝗲 𝗼𝗻 𝘁𝗵𝗲 𝗯𝗼𝗼𝗸
🔺I liked how the rules were bifurcated into different sections as per the "situations" that we usually face when in sales- while pitching, closing a deal or conversing with clients.
🔺What I loved about the book is it talks with dual approach and not just from a "buyers" perspective.
🔺The language is super simple and fit for the people who are starting out their journey as a freelancer or stepping into creators economy.
🔺The book serves like a roadmap to founders and buisness leaders:) Ultimately the business is run for customers to help them solve problems and make money, founders need to be on the edge always!
🔺The made me quite curious while reading, after a long time I found a book worthy of my time!
📌𝗖𝗼𝗻𝗰𝗹𝘂𝘀𝗶𝗼𝗻
I would say I read a real masterpiece on sales! Bouncing from one book to another, this one I would say for good so far. No over exaggeration, examples & scenarios made it more interesting!
📌𝗥𝗮𝘁𝗶𝗻𝗴- 5/5
🤔𝗪𝗵𝗼 𝗰𝗮𝗻 𝗿𝗲𝗮𝗱?
If you are someone who is running a business, or a professional in sales and marketing domain, go grab this one without any doubt.
Displaying 1 - 5 of 5 reviews