Basically, “culture” refers to the way that a group of people customarily think, talk, and behave. When it comes to sales, your culture is the sum total of the way your people think about the sales process, how they communicate about the sales process, and the actions they take during the execution of the sales process.

When I say that sales culture is about the way “your people” think, act, and communicate about the sales process, I don’t just mean your salespeople. I mean every customer-facing person in your company.

That demands some explanation, starting with the term “sales process.” Inside the Action Selling world, the term can refer to two different functions, both of them critical.

The Sales Call Process is the set of sequential actions salespeople use to manage interactions with customers. For that, we use the 9-Act Action Selling system.

The Sales Cycle Process refers to the progressive Milestones and associated customer Commitments that must be reached on the path to a sale. Our training helps you identify what your particular milestones are.

In Action Selling, the Sales Call Process is used to gain commitment from the customer to move to the next milestone in the Sales Cycle Process. Together, they define your sales process…

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).