In this newly revised and updated edition of Stop Telling, Start Selling Richardson teaches you the critical skills you need to revitalize your sales process, including how to understand your customer's political, personal, and business needs; position your message so it is important to your customer; unlearn manipulative tactics that can kill a sale early on; gather customer feedback to adjust your message as you go; and maintain selling momentum and shorten the sales cycle. Stop Telling, Start Selling will help you truly listen to customers and put them first. That's what it takes to win the trust - and the business - of today's sophisticated customers.