Research shows that even a customer who is perfectly satisfied with your company, your products, and your salespeople will nevertheless leave you for a competitor who offers a more attractive deal. That thought should disturb your sleep, because most salespeople, even good ones, do no more than satisfy their clients.

Satisfaction isn’t enough. A genuinely loyal customer is one who values something about your company so highly that he or she stops shopping for better deals. If you have any customers like that, the overwhelming likelihood is that the thing they treasure so highly is a relationship with one of your salespeople.

‘Loyalty’ implies a relationship. Who must build it? Your sales-force.

How can salespeople become so valuable that their clients turn a deaf ear to competitors? Action Selling identifies three roles that every successful salesperson must play…

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).