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Selling to Win

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ISBN-10: 0749466316

ISBN-13: 9780749466312

Edition: 4th 2013

Authors: Richard Denny

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Selling to Winhas established itself as both an international best-seller and a classic sales text. An inspirational business speaker, Richard Denny has helped countless thousands of salespeople become high flyers and here he explains how to put his winning techniques into action.This 25th anniversary edition ofSelling to Winhas been fully revised and updated and is full of even more unbeatable sales tips and essential practical advice. It includes useful advice on how to: get a sale when you are not the cheapest, turn your customer into an ambassador, build a positive attitude that gets results, beat the competition and close a sale.Widely recognized as one of the most effective and…    
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Book details

Edition: 4th
Copyright year: 2013
Publisher: Kogan Page, Limited
Publication date: 2/3/2013
Binding: Paperback
Pages: 224
Size: 5.43" wide x 8.50" long x 0.51" tall
Weight: 0.550

Richard Denny is one of the UK's foremost authorities on sales, management training and personal development. Chairman of the Richard Denny Group, he is highly sought after as a motivational speaker at company conventions and conferences throughout the world. He is also the author of Selling to Win, Communicate to Win, Motivate to Win and Succeed for Yourself, all published by Kogan Page. Further information on Richard Denny can be found on The Richard Denny Organisation's website at

About the author
Selling in perspective
The classic presentation
'No no conditioning'
What not to do when the customer says 'No'
What are bad salespeople like?
How to get a customer to say 'Yes'
How do I become a professional?
What do sales professionals do?
Planning to win
The six cylinders of professional selling
What do you look like?
Organization tactics
Keeping good records
The vital ingredient
It's desire, not ability, that determines success
Set your goals
Planning your goals
Believe in you
Become a 'How can I do it better?' sort of person
See the oak tree in the acorn
Develop the habit of thanking and complimenting people
Build your confidence
Handle the difficult times
Be enthusiastic
Finding the time
E-mail - help or hindrance?
Finding the business
Existing customers
Home sales
Direct mail
Networking clubs
Follow your customers
Business cards
Sources of new business
The passive approaches
Getting the appointment
Stage 1
Stage 2
The cold telephone method
Some tips on making the most of your telephone calls
The rules of professional selling
Sell to people
Sell yourself
Ask the right questions
Link features to benefits
Sell the results
Don't rely on logic
Be selective in the use of product knowledge
Identify your unique sales points (USPs)
Don't catch 'priceitis'
Price condition
Don't just talk, show
Don't knock the competition
The sales presentation
The seven 'classical' stages
Closing the sale
The golden rule of closing the sale
Difficult closes
Not closing
The principles of professionalism
Make it easy to say 'Yes'
Use your prospects' terminology
Both win or both lose
Don't prejudge
Don't catch 'big-caseitis'
Replace that sale
Waterproof the sale
Plan each contact
Vary your voice
Be trustworthy
Tell the bad news
Welcome complaints
Sell others in
Buyer motivators
Use people's names
Say 'Thank you'
Sell the 'add-ons'
Good words
Don't talk down
Be remembered
Don't sit in receptions
Giving real service
The unexpected or the extra service
Recognizing clients' achievements
Helping your clients
Be positive
The personal approach
Handling your product
Handling objections
Prevention, not cure
The three-stage process to deflect objections
Common objections
The principles of negotiation
Letter writing
Short letters work
Short paragraphs work
Make your letters easy to read
Avoid over-complex language
Avoid jargon
Keep control
Be a good news carrier
Body language
Avoiding the negative
Don't quit
Success Stories