In business to business selling, the race does not go to the swiftest. It might go to the biggest or most famous competitor, or the one with the glitziest product presentation — but only if none of the sellers succeed in differentiating themselves. If the client perceives the choice as a coin toss, the business will go to your better-known rival.

There is a way to stand out from the herd and to win business no matter how big an edge your competitors appear to have. It always comes down to the same thing. If you do the best job of understanding the client’s real needs, and gain enough trust that the client will walk arm-in-arm with you toward a solution for those needs, you win. Every time. Against any competitor, anywhere.

You can win every time, against any competitor, anywhere.

Our sales book “Sales Strategy From the Inside Out,” describes what “walking arm in arm” looks like through the eyes of buyers and sellers alike. It also explains how Action Selling enables and drives a systematic sales strategy – a step-by-step process – that makes buyers want to take your arm because they perceive you as a trusted, valuable partner. The process works regardless of the complexity of the sales environment or the number of decision makers involved.

Here’s one key to a winning strategy…

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).