This book introduces sales professionals to the collaborative conversation skills they need to?capture the buyer''s attention and secure business.

Today''s buyers want more from sales professionals than a simple consultation. What they''re hungry for are?meaningful, collaborative conversations?built on mutual value and trust, that result in a win...where they, the seller, and the organization, achieve a winning outcome. Based on the author''s five-step sales system, What''s in It for Them (WIIFT) - Wait, Initiate, Investigate, Facilitate, Then Consolidate - Conversations That Sell shows you how to:

Prepare for an effective sales call

Identify sales opportunities and the factors that?drive buyers to act

Adjust their approach to the type of buyer

Achievers, Commanders, Reflectors, and Expressers

Make conversations flow easily

Address problems, opportunities, wants, and needs

Work through objections

Advance and close sales; and more

Packed with valuable tools and examples, salespeople in all industries will discover how to increase their short- and long-term sales success by keeping the focus of every conversation where it belongs…on the buyer.