Stop Telling, Start Selling: How to Use Customer-focused Dialogue to Close Sales - Softcover

Richardson, Linda

Softcover

ISBN 10: 0070523681 ISBN 13: 9780070523685

Publisher: McGraw-Hill Inc.,US, 1993

Synopsis

Written by Linda Richardson, who teaches sale techniques to such Fortune 500 companies as IBM, 3M and Johnson & Johnson, this guide reveals how to get customers to close the sale. Richardson argues that much of what appears to be "consultative selling" today is a masquerade for product selling. Packed with self-tests and real-world examples, "Stop Telling, Start Selling" drills salespeople in six critical skills designed for the tough 1990s and beyond: presence, rapport-building, questioning, listening, positioning, and checking. The result is a revitalized, dialogue-based process that pierces the armour of today's cynical, tightfisted customer and should make the difference between winning their business and coming in second.

About this title

Book Description

In this revised edition of her best-seller, noted sales consultant Linda Richardson offers salespeople the tools they need to successfully use customer-focused, dialogue selling. Featuring real-world dialogue samples, helpful dos and don’ts, self-tests, checklists, and other useful tools, this guide offers insight on every aspect of face-to-face selling, from the initial introduction through the needs identification and the negotiation of terms and price to the successful close, with prime emphasis on the six critical skills necessary to the dialogue-driven sales call: presence, rapport building, questioning, listening, product positioning, and checking.

From the Back Cover

In just a few short years since its publication, Stop Telling, Start Selling has become a leading textbook for sales training, used by more than 150 of the world's leading corporations. Why? Because it shows how to differentiate yourself, your product, and your organization in a hypercompetitive world of look-alike products.

The secret weapon is "dialogue selling" and this book shows you how to do it. "Much of what appears to be 'consultative selling' today is a masquerade for product selling," explains Linda Richardson, sales training consultant to many of the Fortune 500 and author of Selling by Phone and Sales Coaching. If you want to earn your customer's interest, trust--and busines--STOP telling the customer about your product or service. Go beyond "customer focus." START a true customer dialogue.

In this newly revised and updated edition of Stop Telling, Start Selling Richardson teaches you the critical skills you need to revitalize your sales process, including how to:

• Understand your customer's political, personal, and business needs
• Position your message so it is important to your customer
• Unlearn manipulative tactics that can kill a sale early on
• Gather customer feedback to adjust your message as you go
• Maintain selling momentum and shorten the sales cycle

Stop Telling, Start Selling will help you truly listen to customers and put them first, that's what it takes to win the trust--and the business--of today's sophisticated customers.

Edition details

• Publisher: McGraw-Hill Inc.,US
• Publication date: 1993
• ISBN 10: 0070523681
• ISBN 13: 9780070523685
• Binding: Paperback
• Language: English
• Number of pages: 256