Win-Win Selling - New Revised Edition: The Original 4-Step Counselor Approach for Building Long-Term Relationships with Buyers

by Larry Wilson

Differentiating your company's products and services in the marketplace is a big challenge these days. But a company's sales force can become a significant differentiator, and gain sustainable advantages, if it adopts the Counselor approach. A win-win mind and skill set, based on trust, problem-solving and side-by-side work between seller and customer, makes buying easy. And because the seller stays by the customer after the sale, the door opens for long-term, expanding business. Useful for both new and experienced salespeople. Readers learn to adopt the unique Counselor mindset. They avoid or successfully address the four key obstacles to buying, combining the mindset with Counselor selling techniques. Fortune 500 companies in 30 countries have benefited from Wilson Learning's Counselor approach to selling for years. The book gives the million-plus people who have taken Wilson Learning's Counselor Salesperson course a refresher, and gives others a powerful sales process. Larry Wilson, author of One Minute Salesperson and founder of Wilson Learning, wrote the foreword. It's indispensable for salespeople and sales managers. Models, charts, anecdotes, an index and other resources add to its immediate impact.

160 pages, Paperback

First published June 15, 2007

Reviews

[JAMAreads · Rating 1 out of 5]

Maybe it's just not for me.

[Howard Gannaway · Rating 5 out of 5]

I was fortunate enough to be sent on a week's training course with Wilson Learning in the 1980s. The course was called Counsellor Selling and I can honestly say it changed my business and private lives. I had moved to a new investment company to try to find new, more ethical sales methodologies. This book was based on the course and was originally called Counsellor Selling. Within weeks of attending the course, I had transformed my relationships with clients and put the business on a totally different footing. Instead of the old, macho-style of confrontational sales, the premise of the course - and this book - is that you can have much more collaborative relationships with clients. Unlike many books on selling, which effectively give you little more than slogans, this book goes into great detail, suggesting approches and actual conversational techniques to use. That may sound a little manipulative but, trust me, it is not. It is extremely ethical. I am no longer involved in selling but I still use the techniques from this book virtually every day in my business life. Larry Wilson's book on Social Styles was also part of the course and, if you are tempted to read Win Win Selling, read Social Styles as well.