“The main goal of all our sales conversations with customers is to create and build loyalty,” says Ryan Tracy, corporate sales manager for Dakota Supply Group (DSG), a Fargo, North Dakota century-old company that provides products and services in the electrical, plumbing and HVAC industries.

DSG used the principles of Action Selling to build itself into one of the largest regional suppliers in the industry. Action Selling has become the operating system for developing a quality sales and service organization that customers love to work with.

“By following the Action Selling process, we know what a high-quality, loyalty-based business relationship looks like. And, we know the precise steps required to generate more loyalty in every customer interaction we have.”

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