There are three basic necessities for a sales training/certification program that will produce lasting performance gains and a positive, measurable ROI.

  • The program must teach a sales system that is genuinely more effective than what salespeople are doing now.
  • Training must proceed according to the realities of adult learning and behavioral reinforcement.
  • The system must rely on key skills that can be taught.

Let’s look more closely at that third principle. Any number of traits and characteristics may contribute in some way to sales success: an outgoing personality, the gift of gab, etc. But while innate personality traits can be talked about, they can’t really be taught.

If a skill can’t be taught, potential can’t be unlocked.

Achieving dramatic gains in sales performance, for an individual salesperson or an entire sales force, is all about unlocking the hidden potential that actually exists. If a skill can’t be taught, there is no key to the lock.

The Action Selling system relies on five key skills that research shows are critical to success in virtually any selling situation. They can be taught. They can be measured. And on-the-job performance gains due to increases in each skill can be documented. Here they are…

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).