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The Ultimate Book of Sales Techniques

Book Description

The secrets of breakout selling!

Using his thirty years of experience training corporate sales forces, Stephan Schiffman has put together a collection of the most essential techniques for succeeding in the field. From getting leads and cold calling to establishing a solid relationship and closing the deal, Schiffman covers everything you need to know in order to improve your performance and make the sale. Inside this book, you'll find his proven sales philosophy, which includes such elements as:

  • Sales don't happen unless questions are asked.
  • An objection is an opportunity in disguise.
  • A salesperson's responsibility is to help the client solve a problem.
  • No one ever made a good sale by interrupting a client.
Whether you're new to the field or looking for a quick refresher, you will finally be able to beat out the competition and take your career to the next level with The Ultimate Book of Sales Techniques!

Table of Contents

  1. Cover
  2. Title Page
  3. Dedication
  4. Acknowledgments
  5. Contents
  6. Introduction
  7. Part I: My Sales Philosophy
    1. 1. Know What You Want Before You Walk in the Door
      1. Sales Technique #1
    2. 2. Prepare Questions Ahead of Time
      1. Sales Technique #2
    3. 3. Ask Six Types of Questions
      1. Sales Technique #3
      2. 1. What Do You Do?
      3. 2. How Do You Do It?
      4. 3. When and Where Do You Do It?
      5. 4. Why Do You Do It That Way?
      6. 5. Who Are You Doing It With?
      7. 6. How Can We Help You Do It Better?
    4. 4. Be Punctual
      1. Sales Technique #4
    5. 5. Find Out What’s Changed
      1. Sales Technique #5
    6. 6. Use Fallbacks
      1. Sales Technique #6
    7. 7. Don’t Focus on Negatives
      1. Sales Technique #7
    8. 8. Show Your Competitive Spirit
      1. Sales Technique #8
    9. 9. Take Pride in Your Work
      1. Sales Technique #9
    10. 10. Keep Up to Date
      1. Sales Technique #10
  8. Part II: Prospecting For Clients And Expanding Your Base
    1. 11. Keep Prospecting at the Front of Your Activity
      1. Sales Technique #11
    2. 12. New Leads Mean New Opportunities
      1. Sales Technique #12
    3. 13. Listen, Learn, and Lead
      1. Sales Technique #13
    4. 14. Read Industry Publications
      1. Sales Technique #14
    5. 15. Make a New Plan for Each New Prospect
      1. Sales Technique #15
    6. 16. Find a Compelling Opening Statement
      1. Sales Technique #16
    7. 17. Listen to the Prospect
      1. Sales Technique #17
    8. 18. Make Sure the Prospect Comes First
      1. Sales Technique #18
    9. 19. Understand the Prospect’s Viewpoint
      1. Sales Technique #19
    10. 20. Make Fifteen Cold Calls a Day
      1. Sales Technique #20
    11. 21. Look at Your Numbers
      1. Sales Technique #21
    12. 22. Call from a Script
      1. Sales Technique #22
    13. 23. Master Third-Party and Referral Calls
      1. Sales Technique #23
    14. 24. Use Voice Mail Creatively
      1. Sales Technique #24
    15. 25. Remember Why People Buy
      1. Sales Technique #25
    16. 26. Anticipate Common Responses
      1. Sales Technique #26
      2. “I’m Happy with What I Have”
      3. “I’m Not Interested”
      4. “I’m Too Busy”
      5. “Send Me Some Literature”
    17. 27. Show Enthusiasm
      1. Sales Technique #27
    18. 28. Tell Others Who You Are
      1. Sales Technique #28
    19. 29. Use Company Events to Move the Relationship Forward
      1. Sales Technique #29
    20. 30. Get Prospects to Open Up to You
      1. Sales Technique #30
    21. 31. Give Speeches to Civic and Business Groups
      1. Sales Technique #31
    22. 32. Ask for Referrals
      1. Sales Technique #32
      2. Make Referrals Work for You
    23. 33. Be a Messenger of Change
      1. Sales Technique #33
  9. Part III: Making The Sale
    1. 34. Plan Your Day Efficiently
      1. Sales Technique #34
    2. 35. Get Organized!
      1. Sales Technique #35
    3. 36. Don’t Product Dump
      1. Sales Technique #36
    4. 37. Know Your Objective
      1. Sales Technique #37
    5. 38. Master PIPA
      1. Sales Technique #38
      2. The First “P” in PIPA—Presenting
      3. The “I” in PIPA—Interviewing
      4. The Second “P” in PIPA—Present a Next Step Option
      5. The “A” in PIPA— Agreement That Your Next Step Makes Sense
    6. 39. Communicate Trust
      1. Sales Technique #39
    7. 40. Ask the Right Questions
      1. Sales Technique #40
    8. 41. Give Credit to the Client’s Intelligence
      1. Sales Technique #41
    9. 42. Beware of Bad Assumptions
      1. Sales Technique #42
    10. 43. Raise the Hard Issues Yourself
      1. Sales Technique #43
    11. 44. Develop Conversations, Not Lectures
      1. Sales Technique #44
    12. 45. Don’t Rush
      1. Sales Technique #45
    13. 46. Always Try to Move the Sale to the Next Step
      1. Sales Technique #46
    14. 47. Sell Yourself on Yourself
      1. Sales Technique #47
      2. 1. Don’t Listen to the Radio During Your Morning Commute
      3. 2. Get Positive Reinforcement
      4. 3. Get Outside
      5. 4. Leave Yourself Notes
      6. 5. Keep Things in Perspective
    15. 48. Know When to Retreat
      1. Sales Technique #48
    16. 49. Know When to Ask for Help
      1. Sales Technique #49
    17. 50. Follow Up the Next Day
      1. Sales Technique #50
  10. Part IV: E-Mail Selling
    1. 51. Setting E-Mail Sales Goals
      1. Sales Technique #51
    2. 52. Craft the Perfect Message
      1. Sales Technique #52
    3. 53. Break Up the Text
      1. Sales Technique #53
    4. 54. Use the Subject Line
      1. Sales Technique #54
    5. 55. Be Careful with Your Signature Line
      1. Sales Technique #55
    6. 56. Develop a Brand with E-Mail
      1. Sales Technique #56
    7. 57. Start an E-Mail Newsletter
      1. Sales Technique #57
    8. 58. Use E-Mails to Spread Information about Your Company
      1. Sales Technique #58
    9. 59. Build Your Website
      1. Sales Technique #59
    10. 60. Start a Blog
      1. Sales Technique #60
    11. 61. E-Mail Selling to Executives
      1. Sales Technique #61
    12. 62. Five E-Mail Mistakes
      1. Sales Technique #62
  11. Part V: Closing The Deal
    1. 63. Ask for the Sale
      1. Sales Technique #63
    2. 64. An Objection Is an Opportunity
      1. Sales Technique #64
    3. 65. Overcome the Money Objection
      1. Sales Technique #65
    4. 66. Overcome “I’ll Have to Think about It”
      1. Sales Technique #66
    5. 67. Deal with an Outright “No”
      1. Sales Technique #67
    6. 68. Keep the Closing Positive
      1. Sales Technique #68
    7. 69. Know When to Stop Talking
      1. Sales Technique #69
    8. 70. Be a Leader
      1. Sales Technique #70
    9. 71. Write the Contract
      1. Sales Technique #71
    10. 72. Always Come Back to the Table
      1. Sales Technique #72
    11. 73. Don’t Take It Personally
      1. Sales Technique #73
    12. 74. Win Well, Lose Better
      1. Sales Technique #74
    13. 75. Look Beyond the Close
      1. Sales Technique #75
  12. Conclusion
  13. Appendix A: Sample Cold Calling Scripts
  14. Appendix B: Nine Key Principles of Sales Success
    1. 1. All Steps Lead to the Next Step
    2. 2. The Difference Between Success and Failure Is Seventy-Two Hours
    3. 3. All Objections and Responses Can and Should Be Anticipated
    4. 4. Follow-Through Is an Integral Part of Sales
    5. 6. Prospects Respond in Kind
    6. 7. It’s Necessary to Ask for the Appointment
    7. 8. It’s Necessary to Understand the Four P’s
    8. 9. It’s Necessary to Understand the Three Most Important Words in Sales
  15. Appendix C: Ten Traits of Successful Salespeople
    1. 1. They’re Not Normal
    2. 2. They’re Committed
    3. 3. They’re Motivated
    4. 4. They’re Self-Declared
    5. 5. They Sacrifice
    6. 7. They’re Optimistic
    7. 8. They’re Enthusiastic
    8. 9. They Live Off-Peak
    9. 10. They’re Consistent and Persistent
  16. Appendix D: Seven Questions You Should Be Able to Answer Before You Try to Close the Deal
    1. 1. How did this person get this job?
    2. 2. What’s the person’s role in the organization?
    3. 3. Are you dealing with someone who is either (a) a decision maker or (b) a person who can get the decision made for you?
    4. 4. What’s the organization’s current plan for dealing with the area where you hope to make a contribution?
    5. 5. Why aren’t they using you already?
    6. 6. Does this deal truly make sense to the other person?
    7. 7. What does your contact think is going to happen next?
  17. Appendix E: The Five Stages of the Sales Career
    1. 1. The Novice
    2. 2. The Contributor
    3. 3. The Performer
    4. 4. The Leader
    5. 5. The Builder
  18. About the Author
  19. Copyright