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 Fortune 500 Knowledge Questioning/Listening Skills

Big Data Sales Training Report Fortune 500 Application Questioning/Listening Skills


  1. The skill improvements in Fortune 500 were substantial and produced significant ROI from the investment in time to improve Questioning/Listening Skills.
  2. Questioning/Listening 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 Fortune 500 started with selling skills that were generally below the Universe. It appeared that Fortune 500 salespeople were not being trained in sales skills. Perhaps it is due to the perception that products and services from large companies do not require salespeople to add value to the sales equation…Fortune 500 products sell themselves rather than the salespeople.

Salespeople responded very well to the training and achieved certification levels in the critical selling skills. Their ability to apply the skills was off the charts (55% – 181%). Their average improvement in Application of critical skills of 106% was as high as it gets in this study. Every individual skill improved at a greater rate than the Universe.

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).