The most common forms of sales sabotage are stylistic. How we talk with customers can easily undermine our ability to position ourselves to succeed and win business. No one does this intentionally, but the fact remains, if you don’t know how to effectively structure and conduct customer conversations, what you talk about doesn’t make much difference. Customers aren’t going to hear you; they won’t care what you have to say. They may even work actively against you. Many sales professionals hear the word style in the context of communication and think of personality style or style in the sense of something cosmetic or trendy. Style in the sense used here is an expression of our mind-set, our stance, and our approach to our relationships with customers. It has a lot to do with the answer to the question, “How do you see your role as a sales professional?” How you speak with your customers has an equally powerful impact on your career. Your ability to constructively attract and engage a customer in a relevant dialogue requires a conversation style as well as substantive content. Style is a critical key in the creation of engaging and compelling business relationships. When what they learn is compelling enough to make them want to change, to take action, they will buy.
"This is the first book to apply powerful diagnostic principles directly to sales conversations. It shows you how to create a customer engagement in which the common barriers to success - limited access, ambiguous words, objections, and cutthroat negotiations - all melt away." - Prime Resource Group
"Excellent as Thull is, I would not necessarily make this assigned reading to entire sales teams without first understanding an organization’s own curriculum. Mr. Thull is reasonably restrained regarding unique selling systems and jargon, yet he is specifically teaching his registered “Diagnostic Selling” system of Discover, Diagnose, Design and Deliver." - Speaking for work
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Stress is emotional reactions running rampant and it can easily power a self-reinforcing, downward cycle that destroys credibility and trust in conversations.
When you react without thought to stress, it drives you back into a reactive mode and dangerous old beliefs.
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