In our sales books and elsewhere, the Action Selling system is described as a kind of instruction manual that tells you how to win genuine customer loyalty. Genuinely loyal customers are people with whom you have built such a strong relationship that they have stopped shopping among your competitors.

That kind of loyalty is the whole ball game. So when a potential client says, essentially, “I’m loyal to another supplier,” that means one of your competitors has beaten you to the punch. As customer objections go, this is a lulu. What in the world can you do?

The “loyalty” objection is tough. But to whom is the customer really loyal?

Action Selling teaches that every objection can be tied to one or more of the customer’s 5 Buying Decisions, which are sequenced in this order: Salesperson, Company, Product, Price, and Time to Buy. An objection refers either to the buying decision that you are hearing about or to a buying decision that precedes that one.

This is an important point because prospects who say “I have a strong relationship with another supplier” appear to be telling you that they prefer a competitor’s company to yours. In Action Selling terms, you might think the objection has to do with Act 5, and that you are failing to “sell your company” effectively…

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).