Sandler Selects New Name
Change Reflects Expansion Plans, Rebranding Program
STEVENSON, MD (February, 2008) – Sandler Sales Institute announced today that it has
adopted a new name – Sandler Training – to reflect its broader capabilities and expansion plans. The
company, founded in 1967 by visionary sales trainer and author David H. Sandler and Edna C. Sandler,
underwent an ownership shift last fall and is now controlled by CEO Dave Mattson and President Bruce
Seidman, the son of David Sandler, who passed away in 1995. Edna C. Sandler led the company as
President and CEO from 1993 until 2007.
“Bruce and I have mapped out ambitious expansion plans as part of our vision for Sandler’s next
40 years,” Mattson said. “We will be expanding our training offerings and emphasizing broader
management and leadership guidance, including building deep expertise in targeted industry vertical
markets such as banking, insurance and high tech.
“The name Sandler Training more accurately describes the company,” he continued, “and will be
a prominent part of a new ambitious branding, advertising and sports marketing program that will begin
its full-scale launch this month.” PGA TOUR golfers Woody Austin, John Rollins, Brian Bateman and
Omar Uresti are representing Sandler Training and will sport the Sandler logo on their golf hats and
apparel during the 2008 PGA TOUR season.
Sandler is the leading provider of sales and management training and consulting programs and
has approximately 225 licensed franchises in the U.S. and internationally. The company provides a full
range of sales and management training programs, with powerful coordination and customization benefits
through its extensive franchise network. Entrepreneur Magazine has awarded Sandler its #1 ranking for
“Training Programs” 8 times since 1994, including 2006, 2007 and 2008.
For further information, contact:
Ron Taylor
Vice President of Franchise Development
Sandler Systems, Inc.
Direct: (410) 559 - 2033
Toll Free: (800) 669 - 3537
email: RTaylor@sandler.com
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