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The Ruby Group | Akron & Columbus, OH and Jacksonville, FL

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Sandler Sales Foundations

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Master the Craft of Selling

Sales is the most common profession in the United States, yet no one grows up dreaming of being a salesperson. Typically, salespeople have no formal training, schooling, or a common process to execute this role. This leads to misconceptions and mediocre performance that also makes sales one of the most hated professions. 

We're here to change that!

The Sales Development Journey


Evolve the Attitudes, Behaviors, and Techniques of salespeople that improve performance.

Stage 1: The Sandler Foundations Boot Camp

4, one-half day sessions teaching the Sandler principles


Elevate and systematize your customer journey to support sustainable growth goals.

Stage 2: Sales Mastery

Upon completion of Foundations, participants transition to the 16-week Sales Mastery program and build on the foundational principles.


Excel with a proven methodology that drives pipeline growth, improves forecast accuracy, and creates accountability.

Stage 3: President's Club

The coaching and reinforcement sessions of the President's Club expand self-confidence, removing roadblocks, and account management.

3 Steps to Increased Sales Performance

The Ruby Group enables individuals to overcome the barriers that stand between them and sales success. A three-stage program, Sales Foundations, Sales Mastery, and President’s Club teach the proven Attitudes, Behaviors, and Techniques combined with continual reinforcement and coaching.

Participants Will Learn to:

  • Establish a system for selling that puts you and the prospect at ease
  • Develop questioning strategies to uncover the prospect’s true motive to buy
  • Control the sales process and avoid the “buyer-seller” dance



  • Uncover the power of becoming mentally and emotionally tough in sales
  • Prevent stalls, objections and become comfortable prospecting
  • Overcome your sales head trash and take your professional skills to the next level
  • Develop equal business stature and a trusted adviser relationship with prospects

Sandler helped HubSpot increase sales productivity by 15%

"Sandler's unique training is about sharpening critical sales skills. That extra ten to fifteen percent improvement in productivity makes a huge difference and will help sales professionals at all levels of their careers succeed."

- Yamini Rangan, HubSpot CEO

HubSpot Case Study

The Sandler Foundations Curriculum

  • Use a Proven Process for Sales

    Discover the power of the seven-step Sandler Selling System and overlay it on your current sales approach to develop a common process and sales language for your team.

  • Establish Rapport & Trust with the Prospect

    Learn easy-to-follow frameworks to better understand yourself and others and how to communicate more effectively with prospects, clients, and internal team members.

  • Start Sales Conversations & Set an Agenda

    Take control of the sales process from the very beginning by establishing an agenda and mutually beneficial guidelines for productive conversations.

  • Ask Better Questions

    Learn to improve your information gathering to gain a greater understanding of your prospects, as you help them discover and articulate their needs.

  • Discover Why People Buy

    Learn the high-powered Sandler discovery process used to probe for true buyer motivations. Deals move much faster and more reliably when both sides understand the reasons for doing business. 

  • Uncover the Prospect’s Budget

    You will learn how to get honest information about the investment constraints of your prospects and whether they are willing and able to make them to solve their problem.

  • Understand the Decision-Making Process

    Learn how to uncover your prospect's decision-making process and cast of characters, as well as how to spot, remove, or avoid sales roadblocks.

  • Make More Effective Sales Presentations & Close More Sales

    Learn to consistently close and reinforce sales with effective presentations, proposals, or quotes and learn how to set the stage for future business and referrals.

  • Improve Your Performance

    Take a hard look at your attitudes, behaviors, and techniques and how to increase your chances of sustainable success in life and sales.

  • Create a Prospecting Plan for New Business

    Identify your ideal client and the right mix of prospecting activities to find them, and then craft a compelling 30-second commercial to ensure a predictable and sustainable sales funnel.

Crash a Class

Explore some of today's top-performing programs to see if we're a fit for you.