It is one thing to explain the sudden, spectacular growth of enterprises like Facebook or Google. When a start-up company succeeds with a brand new idea or technology, or when it takes off like a skyrocket in an emerging market, we are impressed but not mystified. When the market decides that you have invented a genuinely better mousetrap, you can sell a lot of mousetraps.

But what about companies in mature industries, the ones whose actual goods or services are hard to distinguish from those of a slew of competitors? A few such companies—a precious few—rack up gains far above their industry averages. And they go right on doing it, year after year. They aren’t skyrockets; they’re more like finely tuned, high-performance race cars. What do they do that the others don’t?

Here is my answer: They get the right kind of sales coaching and sales training programs. I can’t say it often enough or stress it hard enough: Any company’s greatest hidden asset is the untapped potential of its sales force. And with the right sales training courses, built upon the right selling system, sales skills really can be taught.

Your greatest hidden asset: The untapped potential of your sales force.

If your products or services are not really new or unique, you’re in a very big club—along with most other companies on Earth. But that doesn’t mean you’re doomed to be a plodder, just trying to keep pace with the pack. If you can’t make your products dramatically better than the competition’s—and you probably can’t, at least not in a lasting way—then the most effective way to stand out from the crowd is to get better at selling them. A lot better.

That’s something you CAN do. With better sales skills, instilled by the right sales training programs and the right kind of sales coaching, you can transform your company. You can generate more prospects. Get to the correct buyer(s). Cut your sell-cycle time. Train new hires far more effectively. Improve the tenure of your sales reps. Justify your price. Boost revenues AND margins. Create truly loyal customers who resist the lures of your competitors.

Here’s the good news: A sales training system that enables all of that really exists. It’s called Action Selling. It builds sales skills that turn boring sedans into Indy 500 winners. And they go right on winning, year after year.

For information about how to improve sales skills and make sales training pay huge dividends, contact Action Selling at (800) 232-3485.

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).