Have you ever had a customer that seemed to reject nearly everything that you were presenting? We all have. Research on the customer's buying decisions has revealed that a customer's resistance may not be caused by what you present. It could be the sequence of your presentation.

Our research has shown 76% of sales presentations are out of sync with buying decisions. When making a major purchase decision, your customer goes through a process of five sequential decisions.

1. SALESPERSON. Customers decide if they like and can trust you.

2. COMPANY. What is your company's reputation? Is your company a good match for them?

3. PRODUCT. Is your product the right solution for their needs?

4. PRICE. Is your solution competitively priced? Is it a good value?

5. TIME TO BUY. Is now a good time for them to move forward with the purchase?

Customers will find reasons not to buy when your presentation is out of sync with their buying decisions. To increase your chances of success, you must sequence your presentation to follow the decisions of the customer. When you do, you'll sell the customer on each buying decision. This is exactly how professional salespeople orchestrate their sales calls.

In The Field:

Jerry Montgomery, one of the horticultural industry's top sales and marketing consultants, recently spoke about how the Action Selling Sales Training Program has impacted sales performance.

"Today, product and service differentiation is harder to define and communicate." noted Montgomery. "But the right training can translate into increased sales. Action Selling is especially effective because it focuses on unique methods for uncovering the customer's needs, resulting in a differentiated solution."

As the playing field becomes increasingly competitive and the buyer's time is at a premium, innovative sales skills are key to success. "And yet," said Montgomery, "many companies provide their sales organizations with little or no selling skills training with which to meet these challenges."

"With Action Selling," he went on to say, "Sellers can turn to the work at hand, confident that they are utilizing the most advanced sales techniques available today. And that's beneficial to the seller, the buyer and the bottom line!"

Duane Sparks is chairman and founder of The Sales Board, a Minneapolis-based sales training company that has trained and certified more than 200,000 salespeople in the system and skills of Action Selling. He has personally facilitated more than 300 Action Selling training sessions.

In a 30-year career as a salesperson and sales manager, Duane has sold products ranging from office equipment to insurance. He was the top salesperson at every company he ever worked for. He developed Action Selling Sales Training while owner of one of the largest computer marketers in the United States. Even in the roaring computer business of the 1980's, his company grew six times faster than the industry norm, differentiating itself not by the products offered but by the way it sold them. Duane founded The Sales Board in 1990 to teach the skills of Action Selling to others.

Contact The Sales Board for more sales information or sales training that's been documented and research-proven to help you sell more! 1-800-232-3485

• The Sales Training Series: Sell By Agreeing On At Least 3 Needs


• The Sales Training Series: Ask For A Commitment Every Time


• The Sales Training Series: Buying The Salesperson


• The Sales Training Series: Dealing With Sales Objections and Stalls


• The Sales Training Series: Document Your Best Sales Practices


• Sales Philosophy: What You Believe Determines How Well You Sell


• How to Unlock Sales Person Competency


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• Amateurs


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