Six Critical Skills For Professional Selling

The Six Critical Skills are the “muscles” that give strength and flexibility to the Sales and Service Framework.

Six Critical Skills for Sales Success

Richardson's Six Critical Skills for Professional Selling gives you the power and agility to apply the consultative selling framework effectively. They allow you to leverage your natural strengths to create a dialogue, foster openness and trust needed to understand customer needs, communicate in a compelling way,and close profitable business because they work together in a highly dynamic and interactive way, the skills must be mastered in order to be most effective in your role as a sale professional.

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six critical skills for professional selling


Honing Dialogue Through the Six Critical Selling Skills


In this video, Richardson CMO Andrea Grodnitzky walks us through the importance of honing dialogue in relation to Richardson's Six Critical Selling Skills.

Interested in learning how these skills are integrated into Richardson's training programs? Contact us today to learn more.



Positioning is presenting information persuasively throughout the sales call.  Positioning helps to differentiate products and services by using words to shape a client’s perceptions and encouraging clients to listen and remember.  

Listening is the ability to concentrate on meaning.  There are three levels of listening: zoned out (not involved at all), efficient (engaged but thinking about other things), and effective (fully engaged).  Listening at the highest level fosters effective client dialogue.  

Salespeople who really understand their client needs have a competitive edge.  How well they question determines how strong the competitive edge is.  When questions are well structured they are powerful.

Questions give the data to position products and services to meet the client’s needs.  When good questions are asked, salespeople demonstrate commitment to meeting the client’s needs.

Salespeople who can ask questions in a way that encourages a client to open up have a competitive edge.  Knowing how to get clients to talk about their needs in-depth is critical in sales.  Prefacing is a skill that can help you do that.

Relating is the manner in which sales professionals interact with a client to make personal and business connections.  Although most salespeople feel that they are already strong at relating, it is one of the toughest skills to truly master, and strong relating skills can help differentiate someone from competitors.

Strong presence is essential because it can give credibility to or undermine any message a sales person want to convey.  In many ways, it may be the most important skill because if there is a disconnect between what the sales person’s presence conveys and what h/she says, credibility with the client will be lost.

Checking is asking open-ended questions to elicit feedback from the client on what the sales person has just said.  By checking for client agreement and understanding key times, sales professionals can keep the dialogue on track and interactive.