David Sandler’s famous Success Triangle looks like this:
- Attitude is what happens between your ears.
- Technique is what you learn to do.
- Behavior is what you do consistently—what you put into practice.
The Sandler® Success Triangle is a powerful concept that emphasizes the importance of technique, behavior, and attitude in achieving personal and professional growth. While many salespeople initially focus on technique, which offers quick improvements, it’s crucial to understand that technique alone is insufficient for sustainable success.
In today’s volatile and complex market, characterized by rapid technological changes and well-informed buyers, the ability to build and maintain strong professional relationships is key. Techniques can support this goal, but they cannot achieve it alone. It requires a deep understanding of our own assumptions and behaviors, and a willingness to adapt to changes in our environment.
Ignoring the aspects of attitude and behavior, even while employing effective techniques, can lead to suboptimal performance. A transactional approach is no longer sufficient in engaging with modern buyers. Building genuine relationships with buyers as human beings, rather than treating them as items on a checklist, is essential in today’s business landscape.
Sandler, known for its solid technique training, has observed that the real game-changer for sales professionals is their willingness to simultaneously work on all three points of the Success Triangle. Focusing on technique, behavior, and attitude sets teams apart from their competition and is increasingly important in the current market.
The behavior aspect of the triangle challenges us to consistently apply the techniques we learn. It’s about creating a daily behavioral plan and executing it, breaking down tasks into manageable actions. Similarly, attitude or mindset is equally critical. A mindset plagued by negativity, self-doubt, or outdated beliefs hinders progress. Salespeople often overlook the importance of critically evaluating their attitude, which can lead to wasted time and effort.
The attitude corner of the triangle urges us to take responsibility for our mindset, shifting from fear and doubt to confidence and conviction. Negative self-talk can prevent us from achieving greatness, and it’s essential to work on improving our self-concept.
Success in sales and life comes from integrating all aspects of the Success Triangle. Technique, behavior, and attitude are all indispensable in aligning with a buyer’s journey. Continuously working on these three areas ensures sustainable growth and success. To start this journey, Sandler recommends booking a 2024 Strategy Session with a coach and suggests reading “Why Salespeople Fail…and what to do about it” for further insights.
