QUESTIONING/LISTENING. Great listeners ask great questions. The best salespeople don’t just ask questions; they ask the best questions. These are the questions that allow you to develop a better understanding of the customer’s situation and demonstrate your sincere interest in the customer. Salespeople who do this the best, sell themselves to the customer. The ‘salesperson’ is the first buying decision that the customer makes. When it’s made in your favor the rest of the buying decisions become far easier to achieve.

Big Data Sales Training Report Agriculture Knowledge Questioning/Listening Skills

Big Data Sales Training Report Agriculture Application Questioning/Listening Skills


  1. The skill improvements in the Agriculture Industry were significant and produced a substantial ROI from the investment in time to improve Questioning Skills.
  2. Questioning Skills improvement has implications on other critical skills such as Presentation Skills. I.e. If key needs are not uncovered with questions, presentations cannot accurately hit the mark.

The Agriculture Industry started with selling skills that were lower than the Universe. It appeared that Agriculture salespeople were receiving some level of sales skills training prior to this training initiative but not at a level with the Universe.

Final Knowledge and Application scores were higher than the Universe. Overall skill gain was significant at 119% (dramatically greater than the Universe at 86%). Key skills that were enhanced included: Buyer/Seller Relationship, Sales call Planning, Presentation Skills and Gaining Commitment. Salespeople in Agriculture were hungry for sales training. They showed the highest level of sales skill improvement of any single industry.

Duane Sparks

About Duane Sparks

Duane Sparks is founder and chairman of The Sales Board, the authoritative source of practical and leading-edge information about the art and science of selling. He has created Action Selling sales training products and learning systems that transform sales organizations. Duane is author of these best-selling books: Action Selling, Selling Your Price, Questions (the Answer to Sales), Masters of Loyalty (How to turn your sales force into a loyalty force), and Sales Strategy from the Inside Out (How complex selling really works).

Discover how the best sales training process can make spectacular improvements in sales skills. Action Selling: How to Sell Like a Professional (Even If You Think You are One).