This article focuses on the training of employees at the company Equity Residential, based in Chicago, Illinois. The company's major corporate objective for 2004 was to become a better, more focused sales organization. Until now, the industry has sold apartment homes in a commodity-based market. Equity Residential conducted an extensive review of non-industry-related sales training programs to better understand the training approach that best of class organizations utilize to define and communicate their corporate sales training philosophy. To address the challenge, the Action Selling two-day workshop replaced the traditional selling approach with a solution-based selling alternative. The Action Selling program promotes a consistent sales message throughout the entire organization.