Sales Don't Just Happen: 26 Proven Strategies to Increase Sales in Any Market

208 Pages·2002·0.55 MB·English

by  Stephan Schiffman

Also by Stephan Schiffman
Getting to “Closed”
Cold Calling Techniques (That Really Work)
Make It Happen Before Lunch
High Efficiency Selling
The Consultant’s Handbook
The 25 Sales Habits of Highly Successful Salespeople

This publication is designed to provide accurate and authoritative informa-
tion in regard to the subject matter covered. It is sold with the understand-
ing that the publisher is not engaged in rendering legal, accounting, or other
professional service. If legal advice or other expert assistance is required, the
services of a competent professional should be sought.
Editorial Director: Donald J. Hull
Acquisitions Editor: Mary B. Good
Senior Project Editor: Trey Thoelcke
Interior Design: Lucy Jenkins
Cover Design: Scott Rattray
Typesetting: Elizabeth Pitts
© 2002 by Stephen Schiffman
Published by Dearborn Trade Publishing, a Kaplan Professional Company
All rights reserved. The text of this publication, or any part thereof, may not
be reproduced in any manner whatsoever without written permission from
the publisher.
Printed in the United States of America
02 03 04 10 9 8 7 6 5 4 3 2 1
Library of Congress Cataloging-in-Publication Data
Schiffman, Stephan.
Sales don’t just happen : 26 proven strategies to increase sales in any mar-
ket / Stephan Schiffman.
p. cm.
Includes index.
ISBN 0-7931-5463-4
1. Selling. 2. Strategic planning. 3. Success in business. I. Title.
HF5438.25 .S3346 2002
658.8’1—dc21
2002006509
Dearborn Trade books are available at special quantity discounts to use for
sales promotions, employee premiums, or educational purposes. Please call
our special sales department, to order or for more information, at 800-621-
9621, ext. 4307,or write to Dearborn Trade Publishing, 30 South Wacker Drive,
Suite 2500, Chicago, IL60606-7481.
To SHS

C O N T E N T S
ACKNOWLEDGMENTS xi
INTRODUCTION xv
CHAPTER 1 ...in which we learn the difference between selling and
order taking 1
CHAPTER 2 ...in which we find out who’s really playing ball
with us 7
CHAPTER 3 ...in which we learn about the steps of the
sales process 15
CHAPTER 4 ...in which we discover the importance of getting on the
other person’s radar screen 29
CHAPTER 5 ...in which we learn to aim high 41
CHAPTER 6 ...in which we learn the benefits of calling off-peak 49
CHAPTER 7 ...in which we learn the importance of being specific about
what we want first from the prospect 53
CHAPTER 8 ...in which we find out how to make forward progress even
when the prospect says no 59
CHAPTER 9 ...in which we learn how to make something out
of nothing 63
vii
viii CONTENTS
CHAPTER 10 ...in which we learn the importance of getting a
commitment before we leave the meeting 67
CHAPTER 11 ...in which we learn to use questions to move the sales
cycle forward 73
CHAPTER 12 ...in which we find out new ways to wake up sleeping
prospects 83
CHAPTER 13 ...in which we learn how to move up the ladder 89
CHAPTER 14 ...in which we learn the advantage of being righted 93
CHAPTER 15 ...in which we learn what to do when the person won’t give
us the Next Step we want 97
CHAPTER 16 ...in which we learn to emphasize what we know,not what
we show 101
CHAPTER 17 ...in which we learn the ultimate standard for finding out
whether prospects have moved forward in the sales
cycle with us 107
CHAPTER 18 ...in which we learn why it’s important to de-emphasize
“prospects”who exceed our typical selling cycle 111
CHAPTER 19 ...in which we learn why it’s important to take it personally
when you lose a deal to the competition 115
CHAPTER 20 ...in which we learn to raise the tough issues ourselves 119
CHAPTER 21 ...in which we call in the cavalry 127
CHAPTER 22 ...in which we learn how to tell prospects when they
screw up 131
CHAPTER 23 ...in which we learn to use terminology that gets a positive
response 135
CHAPTER 24 ...in which we learn how to find out where we really stand
in the prospect’s world 139
CHAPTER 25 ...in which we learn to close the sale 143
CONTENTS ix
CHAPTER 26 ...in which we learn nine principles for positive change
over time 149
APPENDIX A Seventeen Keys to Getting More
Appointments 155
APPENDIX B Some Thoughts on Telesales 169
APPENDIX C Ideas for Your Next Step Strategy 177
APPENDIX D Six Effective Negotiation Tactics 179
INDEX 181
ABOUT THE AUTHOR 185