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Innovation and Best Practice
for Business Success

Established 1967

Selling to Win

Selling to Win

Richard Denny


Put winning techniques into practice with this world-renowned guide to selling.

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About the book

Recognized internationally as one of the most effective sales improvement guides ever written, Selling to Win is an invaluable text for sales and marketing professionals. It explains clearly how to put winning techniques into action, featuring advice on getting a sale despite not being the cheapest, turning a customer into an ambassador, building a positive attitude that gets results, beating the competition and closing a sale.
This 25th anniversary edition of Selling to Win has been revised and is full of even more sales tips and essential practical advice. With a foreword from James Caan, successful entrepreneur, author and former investor on BBC's Dragon's Den, it has been updated to reflect current selling techniques and includes success stories from readers of the previous editions who applied what they learned in the book.

Table Of Contents

    • Chapter - 00: Introduction;
    • Chapter - 01: Selling in perspective;
    • Chapter - 02: Planning to win;
    • Chapter - 03: The vital ingredient;
    • Chapter - 04: Finding the time;
    • Chapter - 05: Finding the business;
    • Chapter - 06: Getting the appointment;
    • Chapter - 07: The rules of professional selling;
    • Chapter - 08: The sales presentation;
    • Chapter - 09: Closing the sale;
    • Chapter - 10: The principles of professionalism;
    • Chapter - 11: Giving real service;
    • Chapter - 12: Handling objections;
    • Chapter - 13: Negotiation;
    • Chapter - 14: Letter writing;
    • Chapter - 15: Body language;
    • Chapter - 16: Avoiding the negative;
    • Chapter - 17: Don’t quit


The master of professional salesmanship
The Times

Book Details

  • EAN: 9780749466312
  • Edition: 4
  • Published: 3rd February 2013
  • Paperback
  • Dimensions: 216x138
  • 224 pages

About the Author

Richard Denny is one of the foremost authorities on sales, management training and personal development. A highly sought-after inspirational speaker, he has been sharing his ideas on success and achievement around the world for over 20 years. He is also the author of Winning New Business, Motivate to Win, Communicate to Win and Succeed for Yourself (all published by Kogan Page). His books have sold over a quarter of a million copies worldwide.

Richard Denny