Stop Telling, Start Selling January 18, 2012

Stop Telling, Start Selling
How to Use Customer-Focused Dialogue to Close Sales

Author: Linda Richardson
ISBN: 9780071603829 / 0071603824
©2012 | 3rd Edition | 256 pages | Paperback
Pub Date: MAR-12
Price: US$ 19.00
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Since 1993 Stop Telling, Start Selling has established itself as the classic sales reps turn to again and again. In it, Linda Richardson, reveals the secret weapon of “dialogue selling”–making this the definitive guidebook of the consultative sales movement that is the leading sales movement today.

Dialogue Selling is the best way sales reps can use to differentiate themselves, their products, and organizations in a hypercompetitive world of look-alike products. “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–Richardson explains the need to: STOP telling the customer about your product or service and START a true customer dialogue. In this newly revised and updated edition of Stop Telling, Start SellingRichardson shares the critical skills needed to:

• Understand your customer’s 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

Packed with self-tests, scripted selling scenarios and real-world examples, this guide which also features all-new material on “self-coaching,” “peer-coaching,” and “negotiating terms and price.” The result is a revitalized, dialogue-based process designed to pierce the armor of today’s more cynical, tightfisted customers.

About the Author

Linda Richardson is the Founder and Chairwoman of Richardson, a global sales training business and is credited with the movement to Consultative Selling. Other innovations she has spearheaded in the sales training industry are: development of a comprehensive, integrated curriculum dedicated exclusively to sales, commitment to customization vs. generic training, and development of an interactive coaching-type training methodology.