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In 1990, author Duane Sparks founded Action Selling with a pivotal question: Which selling skills most significantly enhance sales productivity? Sparks emphasized the importance of focusing on a limited number of skill improvement areas, stating, “You can’t teach anyone 100 different things to focus on.” After five years of extensive research, a concise list of Critical Selling Skills was identified as key drivers of sales productivity. Since 1995, over 400,000 sales professionals have undergone assessment, training, certification, and performance measurement to validate these findings. No other organization has created a comparable database of skill measurement and its impact on performance
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