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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.

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• Introduction Good-Bye Product Selling--Let the Dialogue Begin(p. 1)
• Understanding What Product Selling Is and Why It Won't Work(p. 6)
• Three Types of Salespeople(p. 7)
• A Fine Line(p. 10)
• Consultative Selling Means Dialogue(p. 13)
• Part 1. The Six Elements of the Dialogue Framework(p. 15)
• 1. Dialogue Element: Opening(p. 19)
• Greeting and Introduction(p. 21)
• Rapport(p. 23)
• Purpose(p. 25)
• Agenda(p. 27)
• Time Check(p. 28)
• Resolving or Tabling Objections Up Front(p. 29)
• Bridge to Needs(p. 30)
• Summary of Opening(p. 32)
• 2. Dialogue Element: Customer Needs(p. 33)
• Importance of Questions in Identifying Needs(p. 35)
• Phase 1, Phase 2(p. 36)
• When Customers Can't or Won't Disclose Needs(p. 39)
• Customers Who Tell You How to Sell to Them(p. 40)
• Summary of Customer Needs(p. 42)
• 3. Dialogue Element: Product Positioning(p. 43)
• More on Features and Benefits(p. 44)
• Solutions in Search of a Need(p. 45)
• History of Product Selling(p. 46)
• Positioning Alternatives(p. 49)
• Positioning against the Competition(p. 51)
• Guidelines for Positioning(p. 54)
• Summary of Product Positioning(p. 54)
• 4. Dialogue Element: Objections(p. 57)
• The Challenge of Objections(p. 60)
• From What--To What(p. 70)
• The Objection Resolution Model--Using the Dialogue Skills to Resolve Objections(p. 75)
• How to Avoid Provoking Objections(p. 81)
• Price Objections--The Negotiation(p. 82)
• Anticipating Objections(p. 85)
• Controlling Rude or Irate Customers(p. 86)
• Summary of Objections(p. 87)
• Objection Resolution Model Self-Test(p. 89)
• 5. Dialogue Element: Close/Action Step(p. 91)
• Traditional Closing Techniques: Steer Clear of Them(p. 95)
• Ask for the Business(p. 101)
• How to Close(p. 101)
• Read Customer Closing Signals(p. 106)
• Leverage All Your Strengths/Create Your Sales Strategy(p. 108)
• Customers Who Delay(p. 109)
• Know When to Pull the Plug(p. 110)
• Look for the Last Problem(p. 111)
• Don't Unclose(p. 111)
• When Customers Say No(p. 112)
• Being Gracious about a No(p. 113)
• Summary of Close/Action Step(p. 113)
• 6. Dialogue Element: Follow-Up(p. 115)
• Follow Up before the Sale(p. 116)
• Follow Up after the Sale(p. 118)
• Summary of Follow-Up(p. 120)
• Part 2. The Six Critical Skills of the Dialogue Framework(p. 123)
• 7. Dialogue Skill: Presence(p. 125)
• Appearance(p. 128)
• Eye Contact(p. 129)
• Voice(p. 129)
• Body Language(p. 130)
• Word Choice(p. 131)
• Attitude(p. 131)
• Summary of Presence(p. 132)
• 8. Dialogue Skill: Relating(p. 133)
• Identification(p. 139)
• Being Prepared(p. 140)
• Mirroring(p. 141)
• Skills and Attitude(p. 142)
• Be Real(p. 144)
• Mind over Matter(p. 144)
• Courtesy(p. 145)
• Summary of Relating(p. 146)
• 9. Dialogue Skill: Questioning(p. 147)
• Range of Questions(p. 150)
• Don'ts(p. 152)
• Asking Good Questions (DROP-INS)(p. 156)
• Using DROP-INS to Qualify Customers(p. 164)
• Drill-Down Questions(p. 165)
• Questioning Skills(p. 169)
• Prepared Questions versus Flexibility(p. 178)
• Nature and Sequence of Questions(p. 179)
• Fear of Out-of-Your-Depth Questions(p. 179)
• Responding to Customer Questions(p. 180)
• Gunslingers and Customer Coaches(p. 182)
• Tabling a Question(p. 182)
• Summary of Questioning(p. 183)
• 10. Dialogue Skill: Listening(p. 185)
• Listening Techniques(p. 186)
• Taking Notes(p. 191)
• Using Your Notes(p. 192)
• Summary of Listening(p. 193)
• 11. Dialogue Skill: Product Positioning(p. 195)
• A Case in Point(p. 196)
• Levels of Positioning(p. 197)
• Level 2 Positioning: Customer Needs(p. 199)
• Persuasion(p. 201)
• How to Position When Customers Won't Share Needs(p. 202)
• Building versus Bringing Solutions(p. 203)
• Stay Flexible(p. 203)
• Your Agenda versus Your Customer's Agenda(p. 204)
• Summary of Positioning(p. 205)
• 12. Dialogue Skill: Checking(p. 207)
• Summary of Checking(p. 210)
• Part 3. Preparing for the Sales Dialogue(p. 211)
• 13. Preparing Your Sales Strategy(p. 215)
• Customer Profile(p. 216)
• The Right People(p. 217)
• The Right Process(p. 230)
• The Right Product(p. 231)
• A Winning Strategy(p. 231)
• Summary of Sales Strategy(p. 233)
• 14. Planning for the Sales Call(p. 235)
• Customer Homework(p. 235)
• Technical Knowledge(p. 243)
• Call Strategy(p. 244)
• Follow-Up: Call Reports(p. 245)
• Summary of Sales Call Planning(p. 249)
• Epilogue Start Selling!(p. 251)
• Beginning the Sales Dialogue(p. 251)
• A Set of Tools(p. 253)
• Index(p. 259)