The 24 Sales Traps and how to Avoid Them: Recognizing the Pitfalls that Mislead Even the Best Performers

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AMACOM, 2002 - Business & Economics - 188 pages
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Annotation There's nothing easier, more natural -- or more dangerous -- than to latch on to wrong information. Salespeople do it all the time, as they mistakenly build their sales philosophies on foundations of half-truths and falsehoods, such as "you must be aggressive to succeed in sales" or "lower your price to close the sale."The 24 Sales Traps and How to Avoid Them debunks sales truisms like these. Based on field-tested and scientifically validated research, the book replaces conventional wisdom with hard facts and an updated approach. For example: -- "If you generate sales activity, you'll be successful." Sales managers preach this as gospel, but the research uncovered here shows that it only applies to small, transactional sales, not large, consultative sales.-- "The Internet has changed selling." Not so, readers learn. The Internet has shifted traditional direct marketing to the virtual channel, but not selling.-- "Handling objections helps you meet the prospect's needs." True, but: research shows that the fewer the objections, the more likely the sale will take place. The 24 Sales Traps and How to Avoid Them will appeal to both sales managers and reps searching for a fresh infusion of real-life advice on how to achieve better sales.
 

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Contents

INTRODUCTION
3
ADOPT AN OUTSIDE FOCUS
11
You Must Be Aggressive to Succeed in Sales
15
You Can Make a Complex Sale Without an Account Champion
20
Its Best to Offer Solutions to Problems You See
25
GET THE MOST OUT OF YOUR BEST PEOPLE
33
Rejection Is Failure
36
Academic Studies Arent Helpful in RealWorld Sales
43
Its Possible to Sell Anything to Anybody
102
Offer Solutions Early
106
Let the Customer Control the Sales Call
111
The Purpose of Questions Is to Persuade Someone to Do Something
115
A Skilled Salesperson Doesnt Need to Plan Sales Calls
120
FOCUS ON FEEDBACK AND LEARNING
125
Sales Skill Training Is Enough to Solve Selling Problems
129
If You Generate Sales Activity Youll Close More Sales
132

Either Salespeople Have It or They Dont
51
TRAIN EFFECTIVELY
57
Its the Content of the Skill Training That Matters Most
60
Beginners Should Start With Comprehensive Training
66
CREATE VALUE
69
You Wont Make the Sale Unless You Reach the Decision Maker
72
Rank Decision Criteria Relative to Competitors
76
Providing Information About Products and Services Creates Customer Value
84
Youre Selling Value Versus Price
88
Lower Your Price to Make the Sale
94
Top Performers Are the Best Teachers
137
Sales Managers Are Good Coaches
142
USE THE INTERNET
147
The Internet Has Changed Selling
151
The Internet Will Replace All Consultative Salespeople
156
EPILOGUE
163
Notes
167
Index
181
About the Author
Copyright

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