The Durni Dozen: How to use trust and effective relationship-building to create sales success

Robin Arthur Durni

Jul 2023 · FriesenPress

About this ebook

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.

About the author

Robin Durni served with the Marines in Vietnam from 1969 to 1970 as a forward observer. After returning home to Buffalo, New York, he was given the opportunity to become a salesperson and independent distributor for Richards’ Manufacturing in Albany, New York. Richards’ Manufacturing later evolved into Richards Medical and was acquired by Smith & Nephew. Robin spent 37 years building a business that spanned three states and a team of 20-plus people. In 2009, Smith & Nephew bought Robin’s business, and he continued on as a straight-commissioned sales manager for the newly formed mega-northeast distributor for Smith & Nephew. In 2013, Robin was offered a director of sales position for his previous territory. In 2014, he was made National Director of Sales Development and became totally involved in the Sales Training segment . He is now fully retired after 50 years with the company. Recently, Robin started a new business, How to Sell LLC, and remains inspired by presenting his Master Series course to students and sales professionals.

Robin raised two children, Gavin and Kyle. In 2014, his wonderful, successful son, Gavin, passed away, and his life changed forever. Gavin’s memory lives on. Robin lives in Albany, New York, with his wife Nadine Walsh and their two West Highland Terriers, Miss Daisy and Mr. Winston. His beautiful and talented daughter, Kyle, lives nearby with her spectacular Airedale, Monty.