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Listen Up: What Sandler Sales Training Taught Me About Negotiation

ByJeoff Burris

Years ago, I attended a Sandler Sales Training session that left an impression. One specific concept stuck with me:

In a sales conversation, the prospect should be talking 70% of the time.

Sandler’s logic is clear—buyers don’t buy because of what you say.

They buy because of what they’ve said, what they’ve realized through guided conversation, and how well you’ve listened. It’s not about delivering the perfect pitch—it’s about asking the right questions and giving space for the answers.

That 70/30 talk-to-listen rule got me thinking:

How does this apply in negotiations?

As someone who has spent a career straddling the line between sales and procurement negotiations, I’ve found that while the goals differ, the power of listening is just as critical in both.

Sales vs. Negotiations: Similar Tools, Different Games

Element

Sales

Negotiation

Primary Goal

Understand and persuade

Exchange value and reach an agreement

Your Role

Advisor or problem-solver

Advocate for your position

When to Talk

To guide discovery and build trust

To probe, clarify, and frame terms

When to Listen

Always—but especially up front

Always—but especially when interests emerge

Talk % (Ideal)

~30% (Sandler), ~40% (Gong)

Varies: ~30% early, ~50% during bargaining

In fact, Gong.io, using AI to analyze thousands of recorded sales calls, found that top-performing reps speak just 43% of the time—slightly more than Sandler’s 30%, but still in “let the customer talk” territory.

In Negotiations, Listening is Leverage

If you listen closely in a negotiation—especially in the early rounds—you’ll learn things your counterpart may not even realize they’re revealing:

  • The internal pressures they’re under
  • What their real constraints are (vs. stated ones)
  • Where they’re flexible and where they’re not

Too often, novice negotiators feel the need to fill silence with justifications or over-explanations. But when you talk too much, you lose leverage.

You reveal information, reduce tension they’re feeling, and often negotiate against yourself.

In our training, I often remind buyers:

“If you’re doing most of the talking, you’re not negotiating—you’re pitching.”

My Advice? Ask, Then Shut Up.

Whether you’re selling, sourcing, or solving a dispute—your greatest tool might be silence. Paired with the right question, a pause can reveal more than a dozen PowerPoint slides ever could.

Next time you’re in a negotiation, try this:
  • Talk less in the beginning—aim for 30% or less.
  • Ask thoughtful, open-ended questions.
  • When they answer, don’t jump in. Wait.
    (You’ll be amazed at what else comes out.)

Sandler taught me that people feel more understood when they’re heard—not when they’re told. I’ve found that principle applies equally—if not more powerfully—in negotiations.

Let them talk.

You’ll hear your path to success.

Want to sharpen your negotiation skills? Check out our latest blogs, webinars, and tools on Procurement Negotiations.

Visit our Purchasing Negotiations Topic Hub

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