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 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 5a/es 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 tne 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.
263 pages