This book introduces sales professionals to the collaborative conversation skills they need to?capture the buyer's attention and secure business.Today's buyers want more from sales professionals than a simple consultation. What they're hungry for are?meaningful, collaborative conversations?built on mutual value and trust, that result in a win...where they, the seller, and the organization, achieve a winning outcome. Based on the author's five-step sales system, What's in It for Them (WIIFT) - Wait, Initiate, Investigate, Facilitate, Then Consolidate - Conversations That Sell shows you how to:Prepare for an?effective sales call - Identify sales opportunities and the factors that?drive buyers to actAdjust their approach?to the type of buyer - Achievers, Commanders, Reflectors, and ExpressersMake conversations flow easily - Address problems, opportunities, wants, and needsWork through objections - Advance and close sales; and morePacked with valuable tools and examples, salespeople in all industries will discover how to increase their short- and long-term sales success by keeping the focus of every conversation where it belongson the buyer.