Summary of The 25 Most Dangerous Sales Myths

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Rating

8

Qualities

  • Applicable
  • Concrete Examples
  • Engaging

Recommendation

This excellent short handbook can benefit every salesperson. The author identifies 25 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. Yet, his simple reminders of what mistakes to avoid may sometimes be as valuable as comprehensive advice on what to do.

About the Author

Stephan Schiffman is president of D.E.I. Management Group, Inc., a large US training company. He has written numerous articles and best-selling books, including Cold Calling Techniques (That Really Work!) and The 25 Sales Habits of Highly Effective People

 

Summary

Beware of 25 dangerous sales myths.

These dangerous fallacies haunt salespeople. If you fall for them, they will get you into all kinds of trouble. Recognize these myths and avoid them:

  1. “Always be closing” – The ABC – always be closing – approach will cost you credibility and customers. If you are always closing, you will accomplish the following undesirable results: People won’t level with you; they’ll just say what they think will get rid of you. People won’t refer friends to you, since friends don’t give friends’ names to high-pressure sales sharks. People will tune you out; if you don’t listen to them, they won’t listen to you. You won’t gain your clients’ trust.
  2. “Selling requires ‘can’t-miss’ closing tricks” – If you get lucky and someone happens to buy from you, despite your gimmicks, you still won’t have the foundation for a relationship.
  3. “You can ‘warm up’ your cold call with mysterious packages – One salesperson sent a prospect a shoe with the note, “Now that I’ve got my foot in the door…” Another salesperson...


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