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…”