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Secrets of Professional Selling
©1999

Selling well, like any set of skills, begins with a solid foundation. In this program, Bob Kimball—author of the American Marketing Association’s popular AMA Handbook for Successful Selling and professor of marketing at the University of West Florida—drives home the basics, including the importance of listening, in order to determine a prospect’s needs and buying motives; of highlighting prospect benefits, not product features; of having a broad knowledge of one’s industry; of making a paradigm shift from "company salesperson" to "buyer consultant"; and of focusing on value rather than price. (26 minutes)



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A professional salesperson must first listen to determine the wants and needs of the customer. Find out what the customer cares about, wants and needs.