Stop Telling, Start Selling: How to Use Customer-Focused Dialogue to Close Sales, Revised Edition
- 4h 31m
- Linda Richardson
- McGraw-Hill
- 1998
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 business—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.
About the Author
Linda Richardson is president of The Richardson Company, a sales training and management consulting firm whose over 100 clients include Johnson & Johnson, Morgan Stanley, Unisys, Hoffman-LaRoche, Tiffany & Co., Lucent Technologies, Citicorp, Sony, Andersen Consulting, Southwestern Bell, and Price Waterhouse. An adjunct professor at the prestigious Wharton Business School, she is the author of five previous books, including Winning Group Sales Presentations, Selling by Phone, and Sales Coaching— Making the Great Leap from Sales Manager to Sales Coach published by McGraw-Hill.
In this Book
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Stop Telling, Start Selling—How to Use Customer-Focused Dialogue to Close Sales, Revised Edition
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Introduction—Good-Bye Product Selling—Let the Dialogue Begin
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Dialogue Element: Opening
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Dialogue Element: Customer Needs
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Dialogue Element: Product Positioning
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Dialogue Element: Objections
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Dialogue Element—Close/Action Step
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Dialogue Element: Follow-Up
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Dialogue Skill: Presence
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Dialogue Skill: Relating
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Dialogue Skill: Questioning
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Dialogue Skill: Listening
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Dialogue Skill: Product Positioning
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Dialogue Skill: Checking
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Preparing Your Sales Strategy
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Planning for the Sales Call
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Epilogue—Start Selling!
