HIGH EFFICIENCY SELLING - How Superior Salespeople Get That Way
By Stephan Schiffman
SALES is not a line that everyone can do. It takes certain inherent qualities to succeed. Those who do are usually individuals of a certain make. There are some like Zig Ziglar who have succeeded and written books on it. Here's another one for you to chew on.
FOR all those who labour under the notion that selling is a chore, this
book begs to differ. It is the writer's firm belief that selling is an
art. An art not unlike others that can be developed into a high-efficiency
As the title implies, the sales line can be a rewarding career, if you
know how to talk to the client. For example, it is important that a
salesperson believes in the product that is being sold. `You have to
believe in what you do for a living and the solutions you provide to your
customers,' he writes. `If you don't believe in your company, its goals or
its output, or if you have serious doubts about the true value of the
solutions you provide to prospective customers, then you are looking at a
potentially catastrophic problem.'
This book delivers what it promises, and that is a proven plan to
maximise your sales; otherwise, you get your money back for the purchase
of the book. Any dissatisfied reader who desires to exercise this option
is reminded to read the fine print with regard to the conditions stated.
But apart from this minor distraction, Stephan Schiffman leaves no door
unknocked and no appointments unkept. High Efficiency Selling is the
culmination of a lifelong dedication to the art of salesmanship.
Schiffman is the president of a management group in New York City. He is
also the author of eight books, all on the art of business and sales.
Schiffman has trained more than 300,000 people from some of the top
corporations in America, including AT&T and Motorola.
The methodical approach to selling could be the answer sought by those
salespeople who have been `hitting the wall' or walking around in circles
The book instructs salespeople quite clearly on how to create their own
personal prospecting programme. This involves making the calls, drafting
attention and identification statements and making good the request.
On making calls, Schiffman advises, `When we make a telephone cold call,
our aim is to set up an appointment. Nothing less and nothing more. In
most selling situations, we are not out to try to close the sale, gather
massive amounts of information over the phone, or have a great
conversation. We want to introduce ourselves briefly, make a short
statement or two about what we have to offer, and then try to set up an
appointment for a face-to-face meeting.'
One of the most dreaded experiences of many salespeople is making cold
calls. The writer is a master at transforming cold calls into hot
prospects. In fact, he has written a bestseller entitled Cold Calling
Being able to make a giant leap over dead-end phone conversations is
what separates the big boys and the novices. Schiffman seems to have all
the answers to this problem.
Salespeople are encouraged to make at least 20 calls a day. Out of this
number, the salesperson may set up five appointments and from this, he or
she may close one deal. The front-line salesman is advised that every
rejection he gets is worth money to him.
Therefore, everyone who has chosen this profession is counselled never
to forget the fundamentals: he or she should devote time frequently to
prospecting. This is a surefire way of laying the foundation for what
would ultimately be a successful career.
It is an undeniable fact that not many people like to be recruited into
the sales profession. The most common reason given is the fear or
annoyance of rejection. This so-called sensitive subject is discussed at
length early in the book.
All successful salespeople are described as committed, `not normal',
self-motivated, accountable, thinking in the long-term, having a right
attitude and being optimistic. If you score in six of the seven
categories, you could be on your way to being enrolled in the
Salespeople's Hall of Fame.
What is encouraging about Schiffman's message in the book is that its
principles can be applied to other professions as well. In fact, any
professional who has to interact with other people, or whose work involves
co-operation with other professionals, will surely find some of
Schiffman's techniques useful.
If you have been stuck in a rut for years, or months that seem like
years, then it's time to get hold of this `sales bible' and digest its
contents religiously. You will be taught the 10 commandments of contacting
target companies. You will find the tools to conduct an effective client
interview. Lastly, you will be shown the simple and successful methods of
closing the deal.
If you as a salesman think that the phrase `What do you think?' is a
common and slightly overused statement, think again. This phrase is a
proven technique that is described as an intelligent approach to wooing
Never mind if you have seen or heard of these sales methods before. Take
a closer look at what Stephan Schiffman has to say. He is clear on the
subject. He is optimistic and exudes confidence about his selling points.
Basically, he comes across as a winner in every way. You may be surprised
that there are more than a few things that you could learn from this
master of the game.