How To Ask Questions The Sandler Way by Antonio Garrido

On Episode 149 of The No Limits Selling Podcast, we have Antonio Garrido, a charismatic and experienced trainer, speaker, consultant, and author in the areas of sales, management, and strategic planning.

Using the proven Sandler techniques and methodologies, Antonio is well known for his expertise in developing and training powerful sales strategies and tactics – his clients learn how to win more sales, in less time, while creating a common sales language and dynamic prospecting culture.

Antonio’s Sandler Specialism: Questioning Strategies. He is known for his book Asking Questions The Sandler Way.

Antonio’s Overriding Management Principle: “For prospects to see you as better than your competitors, first they have to see you as different from them. If they ‘zig’, you should ‘zag’.”

In 2020, his latest book, The 21st Century Ride-Along, was released. Focusing on sales management, he discusses how to avoid the most common mistakes and deliver the greatest possible value by sitting in on sales calls, with proven strategies to dramatically improve sales teams' productivity.

Antonio has over 20 years of experience in executive sales, business development, and management. Before co-founding Absolute Sales Development, Antonio held several senior executive and directorship positions for some of the world’s best-respected and trusted brands.

Antonio is a fully qualified and certified Business Mentor with the IoEE – ‘Institute of Enterprise and Entrepreneurs, and was awarded the highly-regarded Institute of Personnel Development award for ‘Change Management

Contact Antonio:

[EDITOR’S NOTE: This podcast is sponsored by No Limits Selling. It is a fun, fast-paced podcast that delivers hard-fought business advice that you can implement today to improve your sales and performance]

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Introduction and Background

The podcast begins with an introduction of Antonio Garrido, a renowned sales trainer, author, and speaker. Antonio shares his background, detailing his journey from a salesperson to a sales trainer. He emphasizes the importance of continuous learning and adaptation in the sales profession.

The Importance of Mindset in Sales

Antonio discusses the significance of mindset in sales. He believes that a positive and resilient mindset is key to overcoming challenges and achieving success in sales. He also talks about the Sandler Training methodology, which focuses on attitude, behavior, and technique. According to Antonio, all three elements are interconnected and equally important in sales.

The Role of Empathy in Sales

The conversation shifts to the role of empathy in sales. Antonio argues that understanding and addressing the customer's needs and concerns is crucial in building trust and fostering long-term relationships. He suggests that salespeople should listen more and talk less during sales conversations.

The Power of Questions in Sales

Antonio highlights the power of asking the right questions in sales. He explains that questions can help uncover the customer's needs, challenges, and goals. He also shares some effective questioning techniques and strategies.

The Concept of 'No-Pressure' Selling

Antonio introduces the concept of 'no-pressure' selling. He believes that salespeople should create a comfortable environment for the customers where they can express their needs and concerns without feeling pressured. He suggests that salespeople should focus on helping the customers rather than closing the deal.


In conclusion, the podcast with Antonio Garrido provides a comprehensive exploration of effective sales strategies, emphasizing the importance of mindset, empathy, and the power of asking the right questions. Garrido, a seasoned sales trainer, underscores the significance of adopting a 'no-pressure' selling approach, fostering a comfortable environment for customers to freely express their needs and concerns. He advocates for a customer-centric approach, where salespeople listen more and talk less, thereby building trust and fostering long-term relationships. 

The podcast encapsulates Garrido's belief in continuous learning, resilience, and effective communication as the cornerstones of success in sales, offering valuable insights for both novice and experienced salespeople.

Questions & Answers

Who is Antonio Garrido?

What is the Sandler Training methodology that Antonio Garrido talks about?

How does Antonio Garrido define empathy in sales?

Why does Antonio Garrido emphasize the importance of asking questions in sales?

What is 'no-pressure' selling as discussed by Antonio Garrido?

What are Antonio Garrido's final thoughts and advice for salespeople?

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About the author 

Umar Hameed

Umar Hameed is an expert in changing individual behavior and improving team dynamics. He uses techniques and tools from the world of Applied Neuroscience and NLP to make individuals and organizations more successful. His business savvy and neuroscience combination gives him the unique ability to help salespeople become exceptional. Umar is an international keynote speaker who has done presentations in 16 countries. βœ…βœ…βœ…He is the author of three books; the latest is Unleash Your Crazy Sexy Brain!


sales management, sales professionals, the sandler way

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