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Stop Telling Start Selling 2/E : How to Use Customer-Focused Dialogue to Close Sales - Linda Richardson

Stop Telling Start Selling 2/E

How to Use Customer-Focused Dialogue to Close Sales

Paperback Published: 22nd September 1997
ISBN: 9780070525580
Number Of Pages: 272

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In this revised edition of her best-seller, noted sales consultant Linda Richardson offers salespeople the tools they need to successfully use customer-focused, dialogue selling. Featuring real-world dialogue samples, helpful dos and don’ts, self-tests, checklists, and other useful tools, this guide offers insight on every aspect of face-to-face selling, from the initial introduction through the needs identification and the negotiation of terms and price to the successful close, with prime emphasis on the six critical skills necessary to the dialogue-driven sales call: presence, rapport building, questioning, listening, product positioning, and checking.

Good-Bye Product Selling--Let the Dialogue Beginp. 1
Understanding What Product Selling Is and Why It Won't Workp. 6
Three Types of Salespeoplep. 7
A Fine Linep. 10
Consultative Selling Means Dialoguep. 13
The Six Elements of the Dialogue Frameworkp. 15
Dialogue Element: Openingp. 19
Greeting and Introductionp. 21
Rapportp. 23
Purposep. 25
Agendap. 27
Time Checkp. 28
Resolving or Tabling Objections Up Frontp. 29
Bridge to Needsp. 30
Summary of Openingp. 32
Dialogue Element: Customer Needsp. 33
Importance of Questions in Identifying Needsp. 35
Phase 1, Phase 2p. 36
When Customers Can't or Won't Disclose Needsp. 39
Customers Who Tell You How to Sell to Themp. 40
Summary of Customer Needsp. 42
Dialogue Element: Product Positioningp. 43
More on Features and Benefitsp. 44
Solutions in Search of a Needp. 45
History of Product Sellingp. 46
Positioning Alternativesp. 49
Positioning against the Competitionp. 51
Guidelines for Positioningp. 54
Summary of Product Positioningp. 54
Dialogue Element: Objectionsp. 57
The Challenge of Objectionsp. 60
From What--To Whatp. 70
The Objection Resolution Model--Using the Dialogue Skills to Resolve Objectionsp. 75
How to Avoid Provoking Objectionsp. 81
Price Objections--The Negotiationp. 82
Anticipating Objectionsp. 85
Controlling Rude or Irate Customersp. 86
Summary of Objectionsp. 87
Objection Resolution Model Self-Testp. 89
Dialogue Element: Close/Action Stepp. 91
Traditional Closing Techniques: Steer Clear of Themp. 95
Ask for the Businessp. 101
How to Closep. 101
Read Customer Closing Signalsp. 106
Leverage All Your Strengths/Create Your Sales Strategyp. 108
Customers Who Delayp. 109
Know When to Pull the Plugp. 110
Look for the Last Problemp. 111
Don't Unclosep. 111
When Customers Say Nop. 112
Being Gracious about a Nop. 113
Summary of Close/Action Stepp. 113
Dialogue Element: Follow-Upp. 115
Follow Up before the Salep. 116
Follow Up after the Salep. 118
Summary of Follow-Upp. 120
The Six Critical Skills of the Dialogue Frameworkp. 123
Dialogue Skill: Presencep. 125
Appearancep. 128
Eye Contactp. 129
Voicep. 129
Body Languagep. 130
Word Choicep. 131
Attitudep. 131
Summary of Presencep. 132
Dialogue Skill: Relatingp. 133
Identificationp. 139
Being Preparedp. 140
Mirroringp. 141
Skills and Attitudep. 142
Be Realp. 144
Mind over Matterp. 144
Courtesyp. 145
Summary of Relatingp. 146
Dialogue Skill: Questioningp. 147
Range of Questionsp. 150
Don'tsp. 152
Asking Good Questions (DROP-INS)p. 156
Using DROP-INS to Qualify Customersp. 164
Drill-Down Questionsp. 165
Questioning Skillsp. 169
Prepared Questions versus Flexibilityp. 178
Nature and Sequence of Questionsp. 179
Fear of Out-of-Your-Depth Questionsp. 179
Responding to Customer Questionsp. 180
Gunslingers and Customer Coachesp. 182
Tabling a Questionp. 182
Summary of Questioningp. 183
Dialogue Skill: Listeningp. 185
Listening Techniquesp. 186
Taking Notesp. 191
Using Your Notesp. 192
Summary of Listeningp. 193
Dialogue Skill: Product Positioningp. 195
A Case in Pointp. 196
Levels of Positioningp. 197
Level 2 Positioning: Customer Needsp. 199
Persuasionp. 201
How to Position When Customers Won't Share Needsp. 202
Building versus Bringing Solutionsp. 203
Stay Flexiblep. 203
Your Agenda versus Your Customer's Agendap. 204
Summary of Positioningp. 205
Dialogue Skill: Checkingp. 207
Summary of Checkingp. 210
Preparing for the Sales Dialoguep. 211
Preparing Your Sales Strategyp. 215
Customer Profilep. 216
The Right Peoplep. 217
The Right Processp. 230
The Right Productp. 231
A Winning Strategyp. 231
Summary of Sales Strategyp. 233
Planning for the Sales Callp. 235
Customer Homeworkp. 235
Technical Knowledgep. 243
Call Strategyp. 244
Follow-Up: Call Reportsp. 245
Summary of Sales Call Planningp. 249
Start Selling!p. 251
Beginning the Sales Dialoguep. 251
A Set of Toolsp. 253
Indexp. 259
Table of Contents provided by Syndetics. All Rights Reserved.

ISBN: 9780070525580
ISBN-10: 0070525587
Series: Marketing/Sales/Advertising & Promotion
Audience: Professional
Format: Paperback
Language: English
Number Of Pages: 272
Published: 22nd September 1997
Publisher: McGraw-Hill Education - Europe
Country of Publication: US
Dimensions (cm): 23.0 x 15.2  x 1.4
Weight (kg): 0.41
Edition Number: 2
Edition Type: Revised

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