Salespeople choose to use this approach because it aligns with their values.

A major obstacle to successfully implementing and sustaining a new or different sales approach is the instinctive response of salespeople "But I don't sell this way!" "This won't work for me or my customers." (This resistance is often the conscious expression of a deeper fear: "I won't be able to do this well." "I'll fail if I switch from what I've already done.")

The result: after traditional training, salespeople frequently tend to go back to what they've always done - because it's safer than change.

Selling with CLASS™ is based on a core premise: sell to customers the way you would want to buy yourself, from salespeople you trust. The new outcome: salespeople adopt the CLASS approach because it resonates with their values. The business model makes sense to salespeople as the best, fastest way for them to achieve their personal, financial and professional goals.

Traditional selling can be tough - constantly knocking on doors to get a new customer, often in order to replace customers who have shifted to a competitor.

Selling with CLASS™ is based on the business model of customer loyalty.

Salespeople know, from their own experience, that loyal customers buy more, buy faster, buy efficiently, and are less susceptible to competitive inroads. ("Your product looks interesting, but I'm already working with someone I trust.") The productivity of a loyal customer base provides the stability to develop new business. The new outcome: salespeople accept the process because it offers them a better way to achieve their financial goals.

Selling with CLASS™ significantly reduces a key barrier to sales success: the fear of customer resistance and rejection.

If companies, or salespeople, try to grow business by "pushing" customers, resistance is inevitable (requiring even more training to help salespeople overcome the resistance they've created in the first place). Selling with CLASS™ helps salespeople achieve strong, sustainable sales results by partnering with customers.

The more complex a new selling model is, the harder it is for salespeople to master it, or even remember it. The result: the training doesn't "take," requiring hours of follow-up training and coaching.

• The sales model itself is deliberately simple (although its foundation is complex). Salespeople can begin using it quickly, so they can see all the parts fit together as an integrated process.

• The "stealth learning" post-program mastery process means salespeople can continue the sustained practice of core skills on their own, without the need for additional formal training.
• Combined with quick, "instant assessments" and "coachable moment" support by managers, salespeople can successfully do what mastery requires: sustain experimentation and learning over time.