Sandler 30-Second Commercial
A short, rehearsed answer to "what do you do?" built to invite a follow-up question instead of a polite nod.
How it sounds
- Buyer So what do you do?
- You We work with {{TypeOfClient}} who struggle with {{SpecificProblem}}. We help by {{WhatYouActuallyDo}}.
- Buyer Asks a natural follow-up question instead of changing the subject
- Result You're now in a real conversation instead of having given a pitch
The full entry
The 30-second commercial is a short, rehearsed answer to “what do you do?” from the Sandler Selling System, the methodology David Sandler built starting in 1967. It’s designed to name a problem and a type of client specifically enough that the listener naturally asks a follow-up question, rather than nodding politely and moving on.
To build one, name who you work with and the specific problem you solve, not your job title or company tagline. “We work with {{TypeOfClient}} who struggle with {{SpecificProblem}}. We help by {{WhatYouActuallyDo}}.” The specificity is what does the work: a vague version like “we help businesses grow” gives the other person nothing to ask about next.
It works anywhere someone asks what you do, networking events, referral conversations, even a seatmate on a flight, and it should sound conversational, not recited. The common mistake is cramming in every service you offer instead of picking one sharp problem; a commercial that tries to cover everything ends up being memorable for nothing.