This excellent short handbook can benefit every salesperson. The author identifies 25 of the most pernicious sales fallacies and demolishes each one. Then, he replaces them with sound common sense advice. You could summarize the book quite handily in a few words: be honest and respect your customer, listen more than you talk, learn all you can and offer not just a standard product or service but a solution to the customer's problem. This isn't the sort of book you buy to read once. It is the kind of book you buy to keep in your desk drawer and glance at periodically. Be forewarned - the author is in the business of selling sales training, and doesn't make the mistake of giving away the secrets he sells. However, getAbstract finds that these simple reminders of what mistakes to avoid may sometimes be as valuable, or more valuable, than comprehensive advice on what to do.
In this summary, you will learn
- What some of the most dangerous and costly myths about selling are; and
- What to do instead of following them.
About the Author
Stephan Schiffman is president of D.E.I. Management Group, Inc., one of the largest sales training companies in the United States. He is the author of numerous articles and best-selling books, including Cold Calling Techniques (That Really Work!) and The 25 Sales Habits of Highly Effective People. He appears often on CNBC television.