Tyler Benson is the sales training manager for CHS Inc., a Minnesota-based Fortune 100 company owned by stockholders including agricultural cooperatives, farmers, ranchers, and others. CHS sells many products that are extremely hard to differentiate. One example is propane.

“Everything is commoditized today,” Benson says. “But, when we trained reps on how to differentiate themselves, rather than the product, they increased sales of propane 102% more than reps who hadn’t been trained with Action Selling.”

As a result, CHS’s energy division has remained a steady performer through recent fluctuations in the broader business and in the oil industry as a whole, Benson says. “Now we strive to be the best-trained sales force in our industry…”

Duane Sparks - It's Not What You Sell, It's How You Sell - Action Selling In Action


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).