Two weeks later, on a sunny Wednesday morning, a grinning Scott appeared in Christine’s office doorway.

“Got a minute?” he asked.

“Sure. Come on in.” Christine sized him up as he crossed the room and bounced into a seat at her conference table. “You look like you’re having a good day,” she observed.

“I’m having a great day,” he said happily. “I’ve had a great two weeks.”

“This wouldn’t have anything to do with Doc Wright, would it?”

Scott leaned back and laced his fingers behind his head. “Funny you should mention him,” he said. “As of yesterday afternoon, Dr. Wright is a participating member in our Partner Plus program — and very glad to be one, I might add. I lowered their acquisition costs, I increased my share of their business, and I didn’t cut my prices.”

“That’s great, Scott,” she said, enjoying his triumph. “Congratulations.”

“I lowered their acquisition costs, I increased my share of their business, and I didn’t cut my prices.”

“Christine, using Action Selling with a regular route customer was amazing,” he said. “I’ve been calling on the people in Doc Wright’s office for almost three years. They like me. We always got along fine. But they never opened up about their business like this. And they were happy to do it! It was like, ‘Oh, you’re actually interested in how this place works? And you might be able to do more for us than take orders and match prices? Well, let us tell you.’

“It was almost embarrassing,” he added. “They were perfectly willing to look at me as a consultant with a purpose. All I had to do was act like one.”

“You mean that all you had to do was to act like a better one than your competitors,” she corrected him.

“The salesperson who wins is the one who walks arm-in-arm with the customer toward the best solution.”

“Well, evidently I did something right. Remember when you said that the salesperson who wins is the one who
walks arm-in-arm with the customer toward the best solution? We practically skipped.”

“It wasn’t hard to get them to look at the issue of cutting consumable costs from a broader perspective?” Christine asked.

“Heck no!” Scott said. “When we started talking about things like inventory management and simplifying the ordering process, they saw so many ways we could reduce their headaches that lowering costs became almost a side issue. The fact that Partner Plus will cut their total acquisition cost was like icing on the cake.”

“Why don’t you walk me through what you did,” Christine said.

“That’s why I’m here…”

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).