The old image of the slick sales type is so strong in our imagination that we wince when someone says that you have to "sell" that idea. In truth, we are all selling every day to our friends, our associates, our families...we call it convincing or persuading, but it is selling, plain and simple. This book shows you how you can be more effective in presenting your ideas convincingly, and anyone can learn to do it using the methods of consultative selling.
    The real aim of the book is to provide sales professionals with the tools they need to respond to their customers. There is no secret formula involved, no gimmicks just a series of steps that will help you to understand why people buy, how to uncover their needs, and how to provide the help they need to succeed with your product or service. By thinking about the customer and their needs throught the sales process and beyond, you can realize the true force of consultative selling.

Part I What is consultative selling?
Part II Turning sales potential into performance
Part III Preparing for your sales call
Part IV Conducting the sales call
Part V How to keep customers-for life