THE SALES SUCCESS HANDBOOK

Stop Telling, Start Selling




The classic features and benefits sales approach is dead. To sell today, you must add value, provide perspective, and show customers how your product will quickly and consistently solve their specific needs.




First, of course, you must listen to your customers--to discover exactly what their specific needs are.




Stop Telling, Start Selling outlines a battle-tested, six-step program for hearing and understanding exactly what your customers have to say and selling solutions instead of just selling products. Legendary sales trainer and author Linda Richardson presents 22 powerful lessons you can use to:





Learn from your customers

Develop a questioning strategy

Drill down to needs

Listen to question meaning

Use objections to win business

Position solutions

Avoid closing tactics

Leverage your resources

Build your dialogues




Selling has never been more difficult than it is today. Internet-savvy customers already know what your product is; they want to know what it can do for them. Stop Telling, Start Selling will show you how to sell to todays customers, not by what you tell them but by how well you listen to what they have to say--and persuasively position the value you bring to meet their business and personal needs.




THE MCGRAW-HILL PROFESSIONAL EDUCATION SERIES




These quick reads, based on McGraw-Hill bestsellers, are designed to meet the needs of busy people. Titles in the series focus on each books main themes and action ideas, reduced to a manageable page count for on-the-go readers.




A six-step program for hearing and understanding customers needs, and then selling solutions instead of products.

Linda Richardson is founder, CEO, and president of Richardson, a leader in the global sales training industry. A pioneer in the ongoing move to consultative selling and popular speaker at industry and client conferences, Richardson also teaches sales and management courses at the Wharton School and Wharton Executive Development Center. She has been featured in Forbes, Nation's Business, and other national publications, and is the author of influential books including Stop Telling, Start Selling, Selling by Phone, Sales Coaching, and others.