Stephan Schiffman's Telesales: America's #1 Corporate Sales Trainer Shows You How to Boost Your Phone Sales

211 Pages·2003·1.01 MB·English

by  Stephan Schiffman

S E C O N D E D I T I O N
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If you’vE goT TEn mInuTES A dAy,
STEPHAN SCHIFFMAN’S
you cAn mAkE A TELESALES brEAkThrough! EE
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By providing one concise, easy-to-read chapter for each daily coffee break,
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Stephan Schiffman’s Telesales, Second Edition has the power to transform your
career and help you post noticeable increases in your numbers in just ten
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working days and transform your career after a mere twenty-one.
Stephan Schiffman has coached thousands of sales teams across the
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country to improve their telesales performance. He knows exactly what
works and what doesn’t, and in this completely revised second edition, he
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shares with you all of his insider’s secrets, including how to:
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• Master the five ways you can • Use “how” and “why” questions
increase your income to your advantage America’s #1 Corporate Sales
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• Track your numbers . . . • Learn what’s going on in the
Trainer Shows You How
and use them to your advantage prospect’s world
• Evaluate your performance • Understand the four types of to Boost Your Phone Sales
effectively . . . so you hit your negative responses . . . and find
own goals out how to get past each one
• Gain control of the call • Leave effective phone messages

By spending just minutes a day with this clear, easy-to-use book, you can
learn everything from creating a script, to recognizing when not calling
a prospect can increase your sales productivity, to practicing the ten traits of
world-class salespeople. In this highly competitive world where the obstacles
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against telemarketers are increasingly daunting, you can’t afford not to have
these tools in your sales arsenal! C
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Stephan Schiffman is America’s most renowned sales
trainer. He is the author of numerous bestselling sales
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books, including Cold Calling Techniques (That Really
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Rosen Group, Inc., and has trained more than 300,000 sales- M
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Photo Cover photo by Mad Cow Studio/IMagESTaTE N
$10.95 (Canada $14.95) Business
www.adamsmedia.com

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STEPHAN SCHIFFMAN’S
TELESALES
Second Edition
America’s #1 Corporate Sales
Trainer Shows You How
to Boost Your Phone Sales
ADAMS MEDIA CORPORATION
Avon, Massachusetts
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Copyright © 2003 Stephan Schiffman. All rights reserved.
D.E.I. Management Group * 1-800-224-2140 * www.dei-sales.com
This book, or parts thereof, may not be reproduced in any form
without permission from the publisher; exceptions are made
for brief excerpts used in published reviews.
Published by
Adams Media, an F+W Publications Company
57 Littlefield Street, Avon, MA 02322 U.S.A.
www.adamsmedia.com
ISBN 13: 978-1-58062-813-6 (paperback)
ISBN 10: 1-58062-813-3
ISBN 13: 978-1-44050-079-4 (EPUB)(cid:13)(cid:10)
Printed in Canada.
J I H G F E D C B A
Library of Congress Cataloging-in-Publication Data
Schiffman, Stephan.
[Telesales]
Stephan Schiffman’s telesales / Stephan Schiffman.
p. cm.
Rev. ed. of: Stephan Schiffman’s telemarketing. 1992.
ISBN 1-58062-813-3
1. Telemarketing. 2. Success in business. I. Title: Stephan
Schiffman’s telesales. II. Schiffman, Stephan. Telemarketing. III. Title.
HF5415.1265.S35 2002
658.8'4--dc21 2002009993
This publication is designed to provide accurate and authoritative information with regard
to the subject matter covered. It is sold with the understanding that the publisher is not
engaged in rendering legal, accounting, or other professional advice. If legal advice or
other expert assistance is required, the services of a competent professional person
should be sought.
—From a Declaration of Principles jointly adopted by a Committee of the
American Bar Association and a Committee of Publishers and Associations
This book is available at quantity discounts for bulk purchases.
For information, call 1-800-289-0963.
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Ad omnes
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Contents
Foreword and Acknowledgments . . . . . . . . . . . . . . . . . . . . . . . . . . . ix
Introduction to the New Edition . . . . . . . . . . . . . . . . . . . . . . . . . . . . xi
Chapter 1: Getting Started . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Chapter 2: A Typical Day . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Chapter 3: Understand Your Ratios . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Chapter 4: Tracking Actual Daily Numbers . . . . . . . . . . . . . . . . . . . 9
Chapter 5: The Five Ways You Can
Increase Your Income . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Chapter 6: Little Things Can Mean a Lot . . . . . . . . . . . . . . . . . . . . . 17
Chapter 7: Your “Golf Grip” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Chapter 8: “Closing” (And Its Hazards) . . . . . . . . . . . . . . . . . . . . . . 22
Chapter 9: The Four Steps of the Telephone Sales Process . . . . . . . 25
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STEPHAN SCHIFFMAN’S TELESALES
Chapter 10: Understand the Numbers—
and Improve Your Approach . . . . . . . . . . . . . . . . . . . . 29
Chapter 11: Move Forward in the Sales Process . . . . . . . . . . . . . . . 31
Chapter 12: Define Prospects Accurately . . . . . . . . . . . . . . . . . . . . . 36
Chapter 13: Count the “No” Answers . . . . . . . . . . . . . . . . . . . . . . . . 41
Chapter 14: The Ups and Downs of Selling . . . . . . . . . . . . . . . . . . . 45
Chapter 15: People Respond in Kind . . . . . . . . . . . . . . . . . . . . . . . . . 51
Chapter 16: Interruptive Marketing . . . . . . . . . . . . . . . . . . . . . . . . . 55
Chapter 17: Why Writing It All Down Is Essential . . . . . . . . . . . . . 59
Chapter 18: Master the Game of Catch . . . . . . . . . . . . . . . . . . . . . . 62
Chapter 19: Developing Your Attention Statement . . . . . . . . . . . . . . 66
Chapter 20: Developing Your Identification Statement . . . . . . . . . . 69
Chapter 21: Developing the Reason for the Call . . . . . . . . . . . . . . . . 71
Chapter 22: What to Do If You Don’t Get Interrupted . . . . . . . . . . . 74
Chapter 23: The Department Store . . . . . . . . . . . . . . . . . . . . . . . . . 78
Chapter 24: “Happy Now” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83
Chapter 25: “Not Interested” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87
Chapter 26: “Send Literature” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91
Chapter 27: The Direct Question . . . . . . . . . . . . . . . . . . . . . . . . . . . 94
Chapter 28: Put It All Together . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97
Chapter 29: Some Variations on the Standard Call . . . . . . . . . . . . 101
Chapter 30: The Art of Leaving Messages . . . . . . . . . . . . . . . . . . . 106
Chapter 31: Another Effective Variation . . . . . . . . . . . . . . . . . . . . . . 111
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CONTENTS
Chapter 32: The Art of Calling Back . . . . . . . . . . . . . . . . . . . . . . . . 114
Chapter 33: “I Was Just Thinking of You” . . . . . . . . . . . . . . . . . . . 117
Chapter 34: How to Call Former Customers . . . . . . . . . . . . . . . . . 120
Chapter 35: How to Get and Use Connections
with People at the Top . . . . . . . . . . . . . . . . . . . . . . . . 123
Chapter 36: How to Send the Right Emotional
Message over the Phone . . . . . . . . . . . . . . . . . . . . . . . 127
Chapter 37: The Recipe for a Great Conversation . . . . . . . . . . . . . 130
Chapter 38: The Past, the Present, and the Future . . . . . . . . . . . . 135
Chapter 39: Ask “How” and “Why” Early and Often . . . . . . . . . . . 140
Chapter 40: Verify Your Information . . . . . . . . . . . . . . . . . . . . . . . 143
Chapter 41: Paint a Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 146
Chapter 42: Critical Point #2 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 149
Chapter 43: When to Stop Calling . . . . . . . . . . . . . . . . . . . . . . . . . 154
Chapter 44: Ten Traits of World-Class Salespeople . . . . . . . . . . . . 156
Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 159
Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 187
About the Author . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 193
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