How One Simple Sales Methodology Model Can Improve Your Sales Results

In 2019, while developing the Modern Sales Foundations™ sales training course, we juxtaposed data from two research studies conducted by CSO Insights and ValueSelling Associates. What we learned was alarming.

While the percentages and data change slightly, in the research and studies that I monitor, I have not seen any sweeping changes in these B2B buyer perceptions in the past five years. In fact, as newer generations of employees are promoted into positions of buying authority, many now try to avoid salespeople as long as possible, or completely.  

As sellers, we have created this issue. And only we have the capability to alter buyers’ perceptions of us. As a mentor of mine used to say: 

“You behaved your way into this mess. Only you can behave your way out.”

In this post, I’ll introduce one simple communication model that addresses the top two buyer expectations and common seller shortcomings. Though deceptively simple, this model can strengthen communication, deepen your understanding of buyers, and build their trust in you.   

The ACC Model from MSF

The ACC model stands for Acknowledge, Clarify, and Confirm. It is designed to enhance communication between sales reps and buyers, addressing key buyer expectations and improving sales outcomes. 

Acknowledge 

The first step is to?Acknowledge?the buyer’s concerns and feelings. This show empathy and demonstrates that you are actively listening. Avoid using “I statements” (such as “I understand” – which centers on you) and instead use “you statements” or reflect the buyer’s perspective. For example: 

• “You must feel like no one even listened to your idea.” 
• “That sounds frustrating.” 
• “Your boss is putting a lot of pressure on you about this.” 

Clarify 

Next,?Clarify?the buyer’s issues by asking probing questions. This helps you understand the root cause of their concerns and gathers more detailed information. Think of this step as “peeling the onion”—stay on one topic until you truly understand it. Examples include: 

• “How well is that working in reality?” 
• “What sort of impact is that having?” 

Pro Tip: As the conversation continues, and the buyer responds to your Clarify questions, you can Acknowledge what they said again and ask another Clarify question. The ACC model may seem linear, but it can also be both circular and iterative:  

• Buyer makes a statement 
• Seller Acknowledges 
• Buyer responds 
• Seller Acknowledges and Clarifies 
• Buyer responds 
• Seller Acknowledges and Clarifies 
• Buyer responds 
• Seller Clarifies 
• and so on. 

Confirm 

Finally,?Confirm?your understanding by summarizing what the buyer has shared and ensuring you have accurately captured their concerns. This step ensures alignment before moving forward. For example: 

• “So, in summary, you’re saying… Is that right?” 
• “If I understand correctly, the biggest issue is… Did I get that right?” 

Pro Tip: While you have Acknowledged throughout, be sure to include the buyer’s feelings and perspectives in your Confirm summary, in addition to validating the facts they conveyed. You want your buyer not just to be understood, but to feel understood.  

Layering the ACC Model

Once you grasp the basics of the ACC model, it’s important to recognize that conversations can have multiple, sequential ACC threads.  

Sometimes, while responding, the buyer may introduce a new topic that the seller wants to explore. It may even have a stronger relevance to how the seller can help, than the original topic. In such cases, the seller needs to decide whether to park the original topic and shift to the new one or to park the new topic for later discussion. 

A good practice is to call out what you are doing, like a skilled facilitator, and make a verbal and physical note to return to the parked topic. For example: 

• “That’s an important point. Let’s park our current discussion for a moment and explore this new topic. I’ll make a note to ensure we come back and finish this one.”  
• “That sounds like it’s equally important to explore. I want to make sure we come back to this. Let me make a note, and we’ll return to this after we finish our current discussion.”  

Closing Thoughts

In today’s competitive sales environment, meeting buyer expectations is more critical than ever. As highlighted in the introduction, buyers want to work with sales reps who understand their business and demonstrate excellent communication skills. The ACC model—Acknowledge, Clarify, and Confirm—provides a straightforward yet powerful framework to address these expectations. 

By acknowledging buyers’ concerns, clarifying their issues through probing questions, and confirming your understanding, you can significantly enhance your communication effectiveness. This approach not only helps in building trust but also ensures that you are truly aligned with your buyers’ needs and expectations. 

Moreover, the iterative nature of the ACC model allows for deeper engagement and understanding, making it a versatile tool in any sales conversation. Whether you are addressing a single concern or navigating multiple topics, the ACC model helps you stay focused and responsive to your buyers. 

While there is more that is needed to ensure sales success with modern buyers, mastering the ACC model can transform your sales interactions, leading to improved buyer satisfaction and better sales results. This simple yet impactful methodology empowers you to meet and exceed buyer expectations, fostering stronger relationships and driving success in your sales efforts. 

By integrating the ACC model into your sales approach, you can elevate your game and achieve the results you desire. Remember, one simple sales methodology model can indeed improve your sales results, making a significant difference in how buyers perceive and interact with you.  

Want to take your buyer communication to the next level? Download our Field Guide | Effectively Communicate Four Types of Value to Your Buyers and discover practical ways to make a lasting impact in your sales conversations.