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CITATION

Richardson, Linda. Stop Telling, Start Selling: How to Use Customer-Focused Dialogue to Close Sales. US: McGraw-Hill Education, 1998.

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

Authors: Linda Richardson

Published:  1998

ISBN: 9780071368889 0070525587
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  • Contents
  • Introduction: Good-Bye Product Selling—Let the Dialogue Begin
  • 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
  • 1. Dialogue Element: Opening
  • Greeting and Introduction
  • Rapport
  • Purpose
  • Agenda
  • Time Check
  • Resolving or Tabling Objections Up Front
  • Bridge to Needs
  • Summary of Opening
  • 2. Dialogue Element: Customer Needs
  • 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
  • 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
  • 4. Dialogue Element: Objections
  • The Challenge of Objections
  • From What—To What
  • The Objection Resolution Model—Using the Dialogue Skills to Resolve Objections
  • How to Avoid Provoking Objections
  • Price Objections—The Negotiation
  • Anticipating Objections
  • Controlling Rude or Irate Customers
  • Summary of Objections
  • Objection Resolution Model Self-Test
  • 5. Dialogue Element: Close/Action Step
  • 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
  • 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
  • 7. Dialogue Skill: Presence
  • Appearance
  • Eye Contact
  • Voice
  • Body Language
  • Word Choice
  • Attitude
  • Summary of Presence
  • 8. Dialogue Skill: Relating
  • Identification
  • Being Prepared
  • Mirroring
  • Skills and Attitude
  • Be Real
  • Mind over Matter
  • Courtesy
  • Summary of Relating
  • 9. Dialogue Skill: Questioning
  • 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
  • 10. Dialogue Skill: Listening
  • Listening Techniques
  • Taking Notes
  • Using Your Notes
  • Summary of Listening
  • 11. Dialogue Skill: Product Positioning
  • 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
  • 12. Dialogue Skill: Checking
  • Summary of Checking
  • Part 3. Preparing for the Sales Dialogue
  • 13. Preparing Your Sales Strategy
  • Customer Profile
  • The Right People
  • The Right Process
  • The Right Product
  • A Winning Strategy
  • Summary of Sales Strategy
  • 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
  • Index