Action Selling in ActionVeteran salespeople often are astonished when they discover what a wonderful difference Commitment Objectives make to their sales calls. Tiffany Love, manager of sales training for veterinary health company Ceva, with U.S. headquarters near Kansas City, KA, saw a case in point when she introduced Action Selling to a veteran salesperson named Becky. Becky was a new hire at Ceva, “but she had more than 15 years’ experience in sales, and she had been through tons of sales training that always talked about ‘call objectives,’” Love says. “She wasn’t convinced that a Commitment Objective would actually make a difference in the outcome of a sale. So the week after she left Action Selling training, she ran her own experiment. “On Monday and Tuesday, Becky set about her sales calls with classic call objectives (e.g., follow up on this, find out about that). On Wednesday and Thursday she developed Commitment Objectives for her calls (e.g., gain agreement from veterinarians to dispense our Vectra product as the No. 1 treatment for flea and tick control). “When Becky called me on Friday,” Love continues, “she opened with the line, ‘Well, I’ve been schooled.’ She went on to say that she could not believe the difference in the outcomes of her sales calls. They felt more organized; she felt more confident moving through the sale; she knew what she really wanted to accomplish, so she was better able to prepare a strategy to get there; and she won more business. “It was really fun to hear a veteran with years of sales success get so excited about learning a new selling process. She’s a true Action Selling believer!”
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).