If customer loyalty means a bond that will outlast the next attractive offer from your competitors, then loyalty cannot be bought with discounts or special programs. But loyalty can and must be sold—by your sales force, consistently, on every call. The one thing your competition can never match or beat is a great relationship—a genuinely loyal relationship—between a client and one of your salespeople.

Research has proven that in any major transaction, customers will not buy your product or your company unless they have first bought the salesperson. That applies in spades when the “product” is loyalty. Loyalty implies a powerful relationship and such relationships are forged by people, not by corporate entities.

If your sales force isn’t selling loyalty, it might be because they don’t know how. But here’s another possibility: Maybe they can’t sell it because they don’t feel it.

“Loyalty is hard to fake.”…

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).