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Why we’re different

While I was having dinner with a veteran sales trainer one evening, he made a comment that really took me aback. He said, “you know, sales training doesn’t really work”. At the time I scratched my head and had a hard time understanding his comment. However, after many years of running a very successful sales training business, I now understand what he meant. The bottom line is, sales process is the key to successful selling and unless there is a well defined, clearly understood sales process in place, all the training in the world falls terribly short of hitting the mark.

DEI is, first and foremost, a highly disciplined sales process. It is not trying to be one of those sophisticated strategic selling methodologies. We leave that work to others. We don’t concentrate on how to build relationships or how to make “presentations”, although we recognize that those skills are important. We start by giving the company a sales process management system. We approach “sales” and “selling” the same way other functions such as manufacturing, financial control or logistics would approach their areas. We specify the steps in the process, track against benchmarks, diagnose and use tools to execute.

Why do we take this approach? Because with a visible – and shared - sales process, the manager can manage and the business will consistently generate more business – whether from new or existing customers.

In particular, we focus on helping our clients to develop new business, and we have the most effective new business development process available.

It’s also important to note that our approach is incredibly simple and at the same time universal. Our customers range from waste haulers to capital equipment companies to banking. Some of our clients expect their salespeople to make a sale 3 times a day and others 3 times a year. For some the average sale is $100.00 and others $10,000,000. The common thread is that the fundamental process needed to be successful doesn’t change. Only the application to the selling environment changes.

Finally, and perhaps most important, is that we buckle our training to a system that provides sales management with the information they need to get results. As a result of our work, sales managers have an overall understanding of their new business development activity. Ambiguity, false hope and tenuous opportunities are wrung out of the system so that the salespeople become focused on those business opportunities that have a real chance of developing into new or bigger accounts. Likewise, we help salespeople to understand the level of activity needed to get sustained results. All too often, salespeople experience peaks and troughs because they have no way of understanding how their daily actions, or lack thereof, impact their results months into the future.

The DEI system is highly visible, universal, adaptable, and easy to understand and implement. There is nothing in the marketplace that drives new business results as fast or as effectively.

Steve Mulch, Director
DEI International Sales System Ltd
President – Veritas Training Group, Cincinnati