A sales training firm has opened a new office along the lakeshore.

Sandler Training, an international training organization dedicated to improving sales and sales management skills, has opened a training center in the AMG Building, 800 E. Ellis Road, Muskegon.

The new location, part of Sandler Training’s network of more than 260 trainers and consultants throughout the U.S. and 27 countries, is owned by Jeffrey DeVoursney, a seasoned sales professional with more than 25 years of experience in sales, sales management and organization leadership.

“I’m looking forward to helping West Michigan executives improve their sales with the Sandler Selling System and build an elite sales force,” DeVoursney said. “To succeed in sales is not just a question of mastering the right sales techniques; you also need to have successful mental and behavioral habits.”

The system

The sales management system, developed by sales trainer David Sandler, focuses on “reinforcement training.” Training methods motivate clients to develop attitudes of leadership before mastering sales techniques. The curriculum combines instruction in gut-level selling and other strategies for controlling a sale with a strong emphasis on the psychology of selling.

Sandler Training

Founded in 1967, Sandler Training provides short and long-term programs that offer continuous coaching, reinforcement and support for individual sales people, sales teams, managers, business owners, CEOs and other sales professionals. Programs can be delivered on-site at the client company for their entire sales force, or at a Sandler Training Center.