Listeners Choice Series#2 – Over the years that we have been bringing you stimulating conversations with Authors of breakthrough business, sales and personal development books some conversations resonated with the listeners of this podcast. For the next few episodes, we will bring you some of those conversations. 
My Conversation with Diane Helbig, author of Succeed Without ‘Selling’ took place while I was travelling through Bristol, UK. The era of hardcore selling is over and this conversation with Diane resonated with me because it was so focused on the buyer and the simple truth that hard sell is, well, hard. Enjoy.

• Diane Helbig’s book dispels common myths about selling and closing sales. One of these commonly held beliefs is that everyone we meet is a potential customer. This is a complete fallacy. We are told that just being convincing or eloquent will result in a sale. This is wrong, obviously. The only way there can be a sale is when the customer has a need for our product.
• Not every conversation or engagement has to end with a sale closing. The very attempt to lead every conversation to close creates a negative impression and can in fact lead people away from the conversation.
• The effort on the part of the salesperson should, instead, be in providing help and information, that genuinely engages the other person and benefits them in a positive way.   

These and more insights from the ground in this great episode of Bits About Books.

Run time – 33.30 mins.