Good sales training can teach you how to make more sales. Great sales training teaches you how to create more customers who are fiercely loyal to you and your company.

The same principle applies to training that teaches any customer-contact people—service reps, technicians, marketers—how to communicate with customers in a way that builds stronger relationships.

Whether the issue is sales or customer communications, genuinely great training should produce lasting loyalty gains over a long period of time. Customer loyalty should just keep on growing—a snowball effect. For that to happen, the training somehow has to enable ordinary employees to become extraordinary. And for that to happen, the training has to impart knowledge and skills that can be used every day by average people in the real world.

If training is going to impart such skills, the sales and/or communication system being taught must be, a) easy to learn and, b) practical and flexible enough to use on the job every day.

With all due modesty, I happen to know of a great sales system that also works as a great customer-communication system. It is practical, flexible, and easy to learn. That very point is made in a LinkedIn message I received recently from Justin Kurtz, an interactive print consultant at Mines and Pines, a publishing company in Grand Rapids, Minn. “I want to share with you just how wonderful Action Selling is,” Kurtz writes. “I live by the steps every day. I have been the top performer at every business I’ve worked at because of Action Selling. If only other people could realize how easy it is! Thank you.”

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).