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Alan Sandler opened the 2025 Sandler Partners National Summit in Huntington Beach, CA by celebrating what makes the Sandler Partners community so special—its people. From the moment he took the stage, Alan reinforced that Sandler Partners’ continued success is built on our Partners’ ability to foster genuine relationships, collaboration, and trust.
He reaffirmed Sandler Partners’ long-standing commitment to independence, and highlighted a decade of remarkable organic growth—over 360% since 2015, growing from $40M to $210M in annual commissions and nearly $1B in total provider billings.
And, of course, Alan gave a glimpse into the future of the Channel and technology for our Partners. While AI continues to transform how businesses operate, he emphasized that the keys to success will always lie in human connection. “Technology enables—humanity connects,” he said, urging Partners to embrace both.
Building on last year’s “Hero’s Journey” theme, Alan introduced a sales playbook that both experts in the field and our very own top Partners have leaned on to create their success, rooted in five key principles that drive buying decisions:
- Likeability – People buy from people they like
- Reciprocity – Small, authentic gestures build trust and goodwill
- Expertise – Demonstrate authority by leading with insight, not just information
- Social Proof – Show how peers and similar businesses are succeeding with the solutions you recommend.
- Scarcity – Create urgency by showing the cost of inaction.
Alan showed these principles in practice through concrete examples from top performing Partners during the Superstar Trip to Playa del Carmen. Their feedback helped reinforce the key pillars of this playbook, blending behavioral science with actionable field strategies that have proven to help them win business and strengthen client relationships.
\ Whether you’re new to Sandler Partners or a long-time member, the future is built on the trust, collaboration, and shared purpose that define this network. Together, we’ll continue to grow, thrive, and shape what comes next.