Forward Two years ago Caterpillar Inc. introduced a new line of heavy equipment. Our Caterpillar dealership in Fargo, North Dakota, hired Duane Sparks’ company, The Sales Board, to teach the Action Selling system to our salespeople. We have since sold more of this line of equipment than any other dealership in the world. We quickly found that we wanted to increase the size of our sales force. Naturally, we again called in Duane’s company to teach Action Selling to the newcomers-some of them rookies, some veteran salespeople who had sold a variety of products. At the end of the seminar, one of the veterans was so thunderstruck by what he had learned that he stood up and addressed his classmates who were just beginning their sales careers. “You have no way to know or appreciate what a tremendous gift you have just received,” the vet told the rookies. “If I had known about this system when I was starting out, I’d be a rich man today.” The Action Selling process is genuinely revolutionary, and I have mixed feelings about the fact that Duane Sparks has now managed to capture and communicate the heart of it by telling a story that is not only persuasive but quick and fun to read. On the one hand, I’m happy for all the salespeople and companies that will benefit. On the other hand, Action Selling gives my own company a huge competitive advantage. I am not eager for this book to fall into the hands of our business rivals. Regardless, the secret is out now. So let me introduce you to two characters named Matt and Joe, a veteran salesperson and his new boss. Matt’s difficulties will seem uncannily familiar to an awful lot of salespeople—and sales managers. I think you will wind up as grateful as Matt for the lessons that Joe has to teach. Readers of this book will be easy to recognize in years to come. They’ll be the ones standing in the winner’s circle. Don Pratt Training & Development Manager Butler Caterpillar Description The Action Selling Sales Book is an easy-to-read sales book in story format that describes the Action Selling process: a proven, research-based, sales training system that combines the Five Critical Selling Skills with relationship skills into a practical, non-manipulative, and high-impact procedure. - A quick and enjoyable read, in story form, that will give you more insight into selling in 2 hours than many salespeople gain in their entire careers. - A proven system for managing and conducting the entire sales process - one that applies to any industry and dramatically improves the performance of salespeople with any level of experience. - A unique approach that combines sales skills and relationship skills in a practical, useful, non-manipulative, and high-impact procedure. - A specific and easy-to-follow road map that will allow you to sell more products or services, build stronger lasting relationships with customers, and help you make more money. The Story: Veteran salesperson Matt figures he’s in for a major headache when his new boss tells him he needs to learn to sell like a professional. “Oh, no,” he thinks. “Not another grab bag of pseudo-magic sales tricks.” But Matt can’t deny Joe’s critique of his current, common mistakes. And when Joe begins to explain a system called Action Selling, an ordinary airline flight becomes a life-changing experience as Matt comes to realize he is receiving a great gift. His approach to planning, conducting, and closing a sales call will never be the same. And his earning potential is about to skyrocket. The Action Selling Sales Books are based on a fully supported, instructor-led sales training program that has improved the performance of over 350,000 salespeople from more than 3,o00 sales organizations. Contact us at 1-800-232-3485 to learn more about how Action Selling can help your organization realize the full potential of its salesforce. Sales Training

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