Written by Linda Richardson, who teaches sale techniques to such Fortune 500 companies as IBM, 3M and Johnson & Johnson, this guide reveals how to get customers to close the sale. Richardson argues that much of what appears to be consultative selling today is a masquerade for product selling. Packed with self-tests and real-world examples, Stop Telling, Start Selling drills salespeople in six critical skills designed for the tough 1990s and beyond: presence, rapport-building, questioning, listening, positioning, and checking. The result is a revitalized, dialogue-based process that pierces the armour of today's cynical, tightfisted customer and should make the difference between winning their business and coming in second.