Stop Telling, Start Selling: How to Use Customer-Focused Dialogue to Close Sales
In just a few short years since its publication,Stop Telling, Start Sellinghas 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 ofSelling by PhoneandSales Coaching. If you want to earn your customer's interest, trust­­and busines­­STOPtelling the customer about your product or service. Go beyond "customer focus."STARTa true customer dialogue.In this newly revised and updated edition ofStop Telling, Start SellingRichardson teaches you the critical skills you need to revitalize your sales process, including how to:Understand your customer's political, personal, and business needsPosition your message so it is important to your customerUnlearn manipulative tactics that can kill a sale early onGather customer feedback to adjust your message as you goMaintain selling momentum and shorten the sales cycleStop Telling, Start Sellingwill help you truly listen to customers and put them first, that's what it takes to win the trust­­and the business­­of today's sophisticated customers.