Overview
Action Selling was founded in 1990 by Duane Sparks under the parent The Sales Board entity, headquartered in Minneapolis. Over more than three decades the firm built a methodology around a 9-skill sales process and a proprietary learning management system that allows buyers to measure skill development post-training. Sparks remains Chairman; Sales Empowerment Group acquired the business in April 2023.
The signature differentiator is certification rigor. Action Selling claims more than 500,000 certified salespeople, with documented competency assessments built into the engagement.
Methodology
Action Selling is a 9-skill consultative B2B process: Commitment Objectives, Buyer-Seller Relationship, Questioning, Listening, Presenting, Gaining Commitment, and related skills. The framework is designed for general consultative selling rather than SaaS-specific motions, and adapts to manufacturing, distribution, and professional services well.
The certification track and proprietary LMS are the operational differentiators. Buyers can measure each rep's skill mastery rather than rely on attendance.
Signature Programs
- Action Selling - the core 9-skill consultative process
- Customer Relationship Professional - certification track for service-and-sales blended roles
- Sales Coaching - frontline manager coaching
- Sales Leadership Master - senior sales leadership development
Who Action Selling is best for
Action Selling is a strong fit for SMB and Mid-market multi-industry buyers (manufacturing, distribution, professional services) who want a structured certification track and post-training measurement. The proprietary LMS makes Action Selling more accountable than purely workshop-led peers.
Action Selling is less of a fit for SaaS-native sales motions, enterprise complex deal cycles, or buyers who want the latest brand-name methodology vocabulary.
Strengths and weaknesses
What Action Selling does well
- Certification rigor: 500,000+ certified salespeople and structured competency assessments.
- Proprietary LMS allows post-training skill measurement, which is unusual in this category.
- Streamlined methodology appropriate for SMB buyers who don't need enterprise complexity.
Where Action Selling is weaker
- Brand awareness lower than Sandler or Richardson.
- Less SaaS-native. The 9-skill process is designed for general consultative B2B, not subscription-revenue motions.
- Post-acquisition commercial direction may evolve under Sales Empowerment Group.
Reviews
Verified as of 2026-05-24, the G2 sample is too small (2 reviews) to read as a credible aggregate. The Selling Power Top Sales Training recognition is the stronger reputation signal. Verify direct references with the provider during diligence.
"The LMS made post-training measurement real. We could see which reps had actually built the skills, not just attended the workshop." Sales manager, mid-market distribution.
"Action Selling delivers a structured, repeatable certification model that works particularly well for SMB and Mid-market multi-industry buyers." Industry reviewer commentary.
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Leave a review →Notable Clients
Action Selling trains primarily manufacturing, distribution, and professional services selling teams. The firm publishes aggregate outcome data across its client base but does not publicly name individual accounts. Specific 2025-2026 client logos are not disclosed, consistent with how many industrial and mid-market training firms handle confidentiality.
Contact Action Selling
Get in touch directly with Action Selling. A discovery call is free and typically takes 20 to 30 minutes.
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