The Durni Dozen is a comprehensive guide to effective sales strategies. Robin Durni's twelve steps toward becoming successful in sales outline a process beginning with preparation, understanding your client, and knowing the true value and purpose of your product. Durni's approach to sales is more about building a relationship with new and existing clients than just moving a product. And building relationships means building trust, learning to listen, and finding the right questions to unlock the real reasons customers use the products they do. These probing questions and the resulting dialogue are what create the opportunity for and openness to your sales pitch. Durni presents a long-game philosophy that anticipates the evolution of both the client's needs and the products available, as well as a sales relationship that will endure.

Durni shares insightful stories of his 50 years in medical equipment sales to illustrate his twelve steps to advancing a sale and retaining a customer. From active listening to reading body language and finally to debriefing and following-up on initial sales meetings, the Durni Dozen offers tips on every aspect of the sales call with a focus on getting it right, being efficient, and valuing the client's time and expertise. Even if you think you know how to sell, the Durni Dozen offers a strategy and inspiration to keep learning and perfecting your craft.