January 15th, 2014

Sales Transformation: Can you take Control of a Customer Conversation?

customer converstation

Sales Transformation: Can you take Control of a Customer Conversation?

Engaging in meaningful dialogue with a prospect or existing client is one of the best ways to assess how your organization can help them achieve goals, address challenges, and discover new opportunities. Sales reps need to be listening as much as they are presenting in order to gain perspective from a customer. Please join David DiStefano, President and CEO of Richardson, in this video blog as he discusses the benefits of a two way dialogue and not to control the customer conversation, but to gather relevance and information from the customer.

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About The Author: David J. DiStefano

David DiStefano is a seasoned executive with nearly three decades of successful senior management experience with both early-stage and global organizations. Over his career David has managed finance, operations, sales, and demand generation functions. For the last 17 years, David has been instrumental in leading Richardson to its place as a premier global sales performance organization.

David J. DiStefano

2 Responses to “Sales Transformation: Can you take Control of a Customer Conversation?”

  1. January 18, 2014 at 9:06 am, Joan Capua said:

    David, thank you for your insightful blog. Recently I have been asked many questions about this topic. I’ve been asked if consultative selling was dead and if the new model was about challenging the customer. What I believe is that through carefully prepared questioning you are best able to lead the conversation. It is truly an art to.be able to do this gracefully and of course requires preparation and knowledge of the customer.


    • David J. DiStefano

      January 20, 2014 at 12:12 pm, david distefano said:

      Joan, thank you for sharing your perspective. I agree with your observations. In fact I find that the most effective model remains the consultative dialogue model, where the sales person moves fluidly from sharing insights to asking strategic questions and of course listening to what the buyer is saying. I think of it as a pendulum swinging from “asking to sharing” and back again. The hurdle today for sales people is the significant need to bring value in the form of insight that enables the buyer to achieve desired outcomes. Far from being dead, a true consultative dialogue is more important than ever.


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