Stop Telling, Start Selling: How to Use Customer-Focused Dialogue to Close Sales, Revised Edition | by Linda Richardson | ISBN: 9780070525580. Critical Selling Skills. Sales Management Books. Consultative Selling. Sales Closing Techniques.
Stop Telling, Start Selling: How to Use Customer-Focused Dialogue to Close Sales, Revised Edition
by Linda Richardson
ISBN:9780070525580
Teaching you the critical skills you need to revitalize your sales process, this practical guide 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.
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Stop Telling, Start Selling—How to Use Customer-Focused Dialogue to Close Sales, Revised Edition
Introduction—Good-Bye Product Selling—Let the Dialogue Begin
Overview
Understanding What Product Selling Is and Why It Won’t Work
Three Types of Salespeople
A Fine Line
Consultative Selling Means Dialogue
Part 1 – The Six Elements of the Dialogue Framework
Chapter 1 – Dialogue Element: Opening
Overview
Greeting and Introduction
Rapport
Purpose
Agenda
Time Check
Resolving or Tabling Objections Up Front
Bridge to Needs
Summary of Opening
Chapter 2 – Dialogue Element: Customer Needs
Overview
Importance of Questions in Identifying Needs
Phase 1, Phase 2
When Customers Can’t or Won’t Disclose Needs
Customers Who Tell You How to Sell to Them
Summary of Customer Needs
Chapter 3 – Dialogue Element: Product Positioning
More on Features and Benefits
Solutions in Search of a Need
History of Product Selling
Positioning Alternatives
Positioning against the Competition
Guidelines for Positioning
Summary of Product Positioning
Chapter 4 – Dialogue Element: Objections
Overview
Analysis of Salesperson’s Response
Chapter 5 – Dialogue Element—Close/Action Step
Overview
Traditional Closing Techniques: Steer Clear of Them
Ask for the Business
How to Close
Read Customer Closing Signals
Leverage All Your Strengths/Create Your Sales Strategy
Customers Who Delay
Know When to Pull the Plug
Look for the Last Problem
Don’t Unclose
When Customers Say No
Being Gracious about a No
Summary of Close/Action Step
Chapter 6 – Dialogue Element: Follow-Up
Follow Up before the Sale
Follow Up after the Sale
Summary of Follow-Up
Part 2 – The Six Critical Skills of the Dialogue Framework
Chapter 7 – Dialogue Skill: Presence
Overview
Appearance
Eye Contact
Voice
Body Language
Word Choice
Attitude
Summary of Presence
Chapter 8 – Dialogue Skill: Relating
Overview
Identification
Being Prepared
Mirroring
Skills and Attitude
Be Real
Mind over Matter
Courtesy
Summary of Relating
Chapter 9 – Dialogue Skill: Questioning
Overview
Range of Questions
Don’ts
Asking Good Questions (DROP–INS)
Using DROP–INS to Qualify Customers
Drill-Down Questions
Questioning Skills
Prepared Questions versus Flexibility
Nature and Sequence of Questions
Fear of Out-of-Your-Depth Questions
Responding to Customer Questions
Gunslingers and Customer Coaches
Tabling a Question
Summary of Questioning
Chapter 10 – Dialogue Skill: Listening
Overview
Listening Techniques
Taking Notes
Using Your Notes
Summary of Listening
Chapter 11 – Dialogue Skill: Product Positioning
Overview
A Case in Point
Levels of Positioning
Level 2 Positioning: Customer Needs
Persuasion
How to Position When Customers Won’t Share Needs
Building versus Bringing Solutions
Stay Flexible
Your Agenda versus Your Customer’s Agenda
Summary of Positioning
Chapter 12 – Dialogue Skill: Checking
Overview
Summary of Checking
Part 3 – Preparing for the Sales Dialogue
Chapter 13 – Preparing Your Sales Strategy
Overview
Customer Profile
The Right People
The Right Process
The Right Product
A Winning Strategy
Summary of Sales Strategy
Chapter 14 – Planning for the Sales Call
Customer Homework
Technical Knowledge
Call Strategy
Follow-Up: Call Reports
Summary of Sales Call Planning
Epilogue—Start Selling!
Beginning the Sales Dialogue
A Set of Tools
Tool 1
Tool 2
Tool 3
Tool 4
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