You don’t need all the right answers in order to create a winning sales strategy. You need the right questions. When you ask them, a “complex” sale gets much less complex.

Here is a true story, highlighted in the introduction of our sales book, “Sales Strategy From the Inside Out:”

On August 1, 2007, the I-35W bridge in Minneapolis collapsed and fell into the Mississippi River. When the initial shock of the tragedy wore off, the Minnesota Department of Transportation hurried to replace the bridge. The contract to build a new one went out to bid.

The business–$250 million worth—was won by a Colorado outfit, the only bidder that had never built a bridge in Minnesota. Its proposal carried the highest price tag and one of the slowest delivery times.

How did that happen? The committee that made the decision explained that price and speed were not the only criteria it considered. Eight other factors were on the committee’s wish list. The competing bidders cried foul. “You never told us that!” they roared.

“You never asked,” the committee replied. “The winning bidder did.”

“You never asked. The winner did.”

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).