Is customer satisfaction with your products or services what keeps your customers coming back? If this is what you believe, then you'll certainly be blindsided when they one day walk away and find another supplier.
Research shows that 75% of customers actually leave a supplier because of a reason other than dissatisfaction. Learn what it is and what you can do about it.
"Masters of Loyalty will help you see what you're really selling (it's not what you think!). A new paradigm, combined with proven behaviors, shows the way to unparalleled sales success!" Joanne Estes, CEO, Vision Quest
Key Concepts:
Masters of Loyalty is based on Sparks' own sales training program that has improved performance for more than 350,000 successful salespeople. By reading this book, you'll learn the building blocks needed to develop strong, lasting client relationships and genuine customer loyalty.
You will find an interesting dynamic between the "what" and the "how". The business world is immersed in fog and nonsense about what "customer loyalty" means. The story Sparks tells in these pages cuts through that fog brilliantly by demonstrating that genuine loyalty is a relationship formed between people, not corporate entities. He describes exactly what loyalty looks like and feels like and where it comes from.
Sparks portrayal of loyal relationships, and why they arise, rings true and accurate. It would be true regardless of the particular methods he recommends for building those relationships. If you, yourself, have ever been genuinely loyal to a supplier, you will recognize the same loyalty described in this book.
Overview:
Masters of Loyalty is an easy-to-read sales training book in story format that delivers a step-by-step guide to creating not just satisfied customers, but loyal customers that are resilient to the competition.
The Story:
Marketing vice president Mike is in trouble. His special loyalty-rewards program has all the right elements, but customers aren't buying it. Except, that is, from a regional sales rep named Tony. Like all of the company's reps, Tony uses the Action Selling system. But somehow he seems to operate at a master's level, generating not just sales but fiercely loyal customers. What is Tony's secret? To save his own job, Mike desperately needs to find out.
After reading Masters of Loyalty, you'll understand that your goal as a salesperson is not to create satisfied customers; instead, you must build genuine loyalty with every customer contact in order to succeed.
Once you master the skills needed to build client loyalty, you'll understand what loyal customer relationships look and sound like, and you'll be well on your way to realizing your full sales potential.
Testimonials:
"In Masters of Loyalty, Duane Sparks delivers a master's-level course in sales."
- Andrew S. Field, PrintingForLess.com
"Masters of Loyalty is a revelation. You want to start back on page one as soon as you turn the last page!"
- Pamela R. Smith, General Manager, Ingram Library Services
"Duane Sparks effectively demystifies 'loyal customers' and how they are created. As a bonus for leaders, he shows why achieving customer loyalty truly begins with your own people."
- Faithe Hart, Chancellor, CARQUEST University
"I thought I knew all about customer loyalty until I read this book!"
- Al Lautenslager, best-selling Co-Author, Guerrilla Marketing in 30 Days
"Masters of Loyalty made me think deeply about why and how our 'super' sales representatives actually become super."
- Jon L. Memsic. Director of National Accounts, Holophane
In his more than 30 year career, Sparks has played a key role in building every sales organization he's worked for. He developed Action Selling while owner of one of the largest computer marketers in the United States. Even in the roaring computer business of the 1980s, his company grew six times faster than the industry norm, differentiating itself not by the products offered but by how his salespeople sold them. He founded The Sales Board in 1990 to teach the skills of Action Selling to others. Sparks personally facilitated more than 300 Action Selling training sessions and continues to engage in the business and art of the strategic sales process.
Sparks is author of five sales books. Most recently, he released his fifth book in the Action Selling Book Series: "Sales Strategy From the Inside Out: How Complex Selling Really Works." Additionally, The Sales Board launched Strategic Action Selling Plus, which has brought the Action Selling sales system to the next level, focusing on strategic planning and sales strategy in highly complex selling environments.
All Books:
The Action Selling Sales Books teach salespeople how and when to use the critical selling skills that have the greatest impact on gaining customer commitment. Each book expounds in a deeper way how and when each selling skill is used within the Action Selling Process and why they are so effective at maximizing sales productivity. The Action Selling process paired with Sparks' unique story format allows the reader to get inside the thought process that occurs with both the buyer and seller.
Click on a book image above for further detail.
Action Selling is a tool to manage your entire sales force.
Podcast Discussion: Masters of Loyalty
In his more than 30 year career, Sparks has played a key role in building every sales organization he's worked for. He developed Action Selling while owner of one of the largest computer marketers in the United States. Even in the roaring computer business of the 1980s, his company grew six times faster than the industry norm, differentiating itself not by the products offered but by how his salespeople sold them. He founded The Sales Board in 1990 to teach the skills of Action Selling to others. Sparks personally facilitated more than 300 Action Selling training sessions and continues to engage in the business and art of the strategic sales process.
