Have you ever had a customer that seemed to reject nearly everything that you were presenting? We all have. Research on the customer’s buying decisions has revealed that a customer’s resistance may not be caused by what you present. It could be the sequence of your sales presentation.

Our research has shown 76% of sales presentations are out of sync with buying decisions. When making a major purchase decision, your customer goes through a process of five sequential decisions.

  • SALESPERSON – Customers decide if they like and can trust you.
  • COMPANY – What is your company’s reputation? Is your company a good match for them?
  • PRODUCT – Is your product the right solution for their needs?
  • PRICE – Is your solution competitively priced? Is it a good value?
  • TIME TO BUY – Is now a good time for them to move forward with the purchase?

Customers will find reasons not to buy when your presentation is out of sync with their buying decisions. To increase your chances of increased sales productivity, you must sequence your presentation to follow the decisions of the customer. When you do, you’ll sell the customer on each buying decision. This is exactly how professional salespeople orchestrate their sales calls.

In The Field:

Jerry Montgomery, one of the horticultural industry’s top sales and marketing consultants, recently spoke about how the Action Selling Sales Training Program has impacted sales performance.

“Today, product and service differentiation is harder to define and communicate.” noted Montgomery. “But the right training can translate into increased sales. Action Selling is especially effective because it focuses on unique methods for uncovering the customer’s needs, resulting in a differentiated solution.”

As the playing field becomes increasingly competitive and the buyer’s time is at a premium, innovative sales skills are key to success. “And yet,” said Montgomery, “many companies provide their sales organizations with little or no sales skills training with which to meet these challenges.”

“With Action Selling,” he went on to say, “Sellers can turn to the work at hand, confident that they are utilizing the most advanced sales techniques available today. And that’s beneficial to the seller, the buyer and the bottom line!”

Duane Sparks - The Sales Training Series: Five Buying Decisions


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).