One of our sales reps has asked me to explain our experience in sales training within the computer industry. I was an IBM Business Partner in the 80’s. I owned a company (Currentech) that was one of the top 25 IBM Resellers in the US. Currentech was founded in 1982, a pivotal year in the industry as IBM had just announced its first PC. IBM decided to authorize over 2,000 dealers nationwide. I had 40 competitors in my backyard (Minneapolis). Most were significantly larger and better financed. Large competitors bought IBM products at C level while I bought at B Level (a 7% higher price).

Survival meant growing faster than others in order to achieve and maintain C Level. We sold the same “boxes” and similar “value added” services. Fortunately, for me and Currentech, I decided that we needed to find a way to differentiate from the competition around something other than our products and services.

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).