Dr. Rick Johnson has a clear opinion on whether sales questioning is an art or a science. His response and rationale for this opinion might first surprise you, and then have you nodding your head. Rick shares some of the common mistakes made by sales people today, then goes on to list what he refers to as “rules” required to be successful in sales today.

In this eleven minute podcast Rick introduces you to a number of concepts: relationship equity, value propositions, the pause, perceived value driving customer expectations, creating a competitive advantage, and the difference between price and cost. His final piece of advice is certainly worth waiting to hear.

Dr. Rick Johnson is the founder of CEO Strategist, a firm specializing in leadership for wholesale distribution. CEO Strategist works in an advisory capacity with companies helping them make changes to create and maintain competitive advantage. Rick is no stranger to sales, working in inside and outside sales before moving into sales management. Deciding retirement wasn’t an option he began doing ‘turn-around’ work with companies in distress with a focus on sales management, sales effectiveness and organizational design. Rick contributes articles to a number of publications and has authored seven books.