Selling Dreams by Stephan Schiffman

Last updated: Jul 19, 2023

Summary of Selling Dreams by Stephan Schiffman

Selling Dreams by Stephan Schiffman is a comprehensive guide to successful selling strategies and techniques. The book provides valuable insights and practical advice for sales professionals looking to improve their skills and achieve greater success in their careers.

The author begins by emphasizing the importance of understanding the customer's needs and desires. He highlights the significance of selling dreams rather than just products or services. Schiffman explains that customers are ultimately looking for solutions to their problems and fulfillment of their desires, and it is the salesperson's role to tap into those aspirations and present their offerings as the means to achieve them.

One of the key concepts discussed in the book is the importance of building trust and rapport with customers. Schiffman emphasizes the need for salespeople to establish a genuine connection with their clients, as this will not only enhance the likelihood of making a sale but also lead to long-term customer loyalty. He provides practical tips on how to establish trust, such as active listening, asking open-ended questions, and demonstrating empathy.

The book also delves into the art of effective communication. Schiffman stresses the significance of clear and concise messaging, as well as the ability to adapt one's communication style to suit different customers. He provides guidance on how to effectively present product features and benefits, handle objections, and close deals. Additionally, the author emphasizes the importance of continuous learning and self-improvement in the sales profession.

Throughout the book, Schiffman shares numerous real-life examples and anecdotes to illustrate his points and provide practical insights. He also includes exercises and action steps at the end of each chapter to help readers apply the concepts discussed.

In conclusion, Selling Dreams by Stephan Schiffman is a comprehensive guide to successful selling. It offers valuable advice on understanding customer needs, building trust, effective communication, and continuous improvement. Whether you are a seasoned sales professional or just starting your career in sales, this book provides practical strategies and techniques to help you achieve greater success in your sales endeavors.

1. The Importance of Building Rapport

In "Selling Dreams," Stephan Schiffman emphasizes the significance of building rapport with potential customers. He explains that establishing a connection and building trust is crucial in sales. Schiffman suggests that salespeople should focus on finding common ground with their prospects, whether it's through shared interests, experiences, or values. By doing so, salespeople can create a sense of familiarity and comfort, making it easier to engage in meaningful conversations and ultimately close deals.

One actionable tip Schiffman provides is to research prospects before meeting them. By understanding their background, interests, and challenges, salespeople can tailor their approach and conversation to resonate with the prospect. This personalized approach helps to build rapport quickly and demonstrates genuine interest in the prospect's needs, increasing the likelihood of a successful sale.

2. The Power of Active Listening

Schiffman highlights the importance of active listening in sales. He explains that many salespeople make the mistake of talking too much and not truly listening to their prospects. Active listening involves fully engaging with the prospect's words, asking clarifying questions, and demonstrating empathy.

One actionable insight Schiffman provides is to practice the 80/20 rule, where salespeople should aim to listen 80% of the time and speak only 20% of the time. This approach allows salespeople to gather valuable information about the prospect's needs, concerns, and motivations. By actively listening, salespeople can tailor their pitch to address these specific points, increasing the chances of a successful sale.

3. The Art of Asking Powerful Questions

Schiffman emphasizes the importance of asking powerful questions to uncover the prospect's needs and motivations. He explains that effective questioning helps salespeople understand the prospect's pain points and position their product or service as the solution.

One actionable tip Schiffman provides is to use open-ended questions that encourage prospects to share more information. These questions typically start with "what," "how," or "why" and require more than a simple "yes" or "no" answer. By asking powerful questions, salespeople can engage prospects in meaningful conversations, gain deeper insights, and ultimately present a tailored solution that meets their needs.

4. Overcoming Objections with Confidence

Schiffman addresses the common challenge of handling objections in sales. He explains that objections are a natural part of the sales process and should be seen as opportunities to address concerns and provide further information.

One actionable insight Schiffman provides is to anticipate objections and prepare responses in advance. By understanding common objections and having well-thought-out answers, salespeople can respond confidently and effectively. Schiffman also emphasizes the importance of reframing objections as questions, allowing salespeople to provide valuable information and address concerns without becoming defensive.

5. The Power of Follow-Up

Schiffman emphasizes the significance of follow-up in sales. He explains that many sales are lost due to a lack of follow-up, as prospects may forget about the initial conversation or become distracted by other priorities.

One actionable tip Schiffman provides is to establish a follow-up plan and stick to it. This includes setting reminders to reach out to prospects at specific intervals, whether through phone calls, emails, or in-person meetings. Consistent follow-up demonstrates persistence and commitment, increasing the chances of converting prospects into customers.

6. Building Long-Term Relationships

Schiffman highlights the importance of building long-term relationships with customers. He explains that repeat business and referrals are often the result of strong relationships and customer satisfaction.

One actionable insight Schiffman provides is to focus on providing value beyond the initial sale. This includes offering exceptional customer service, staying in touch with customers, and regularly checking in to ensure their ongoing satisfaction. By nurturing these relationships, salespeople can create loyal customers who are more likely to recommend their products or services to others.

7. The Power of Confidence and Enthusiasm

Schiffman emphasizes the importance of confidence and enthusiasm in sales. He explains that prospects are more likely to be convinced and inspired by salespeople who exude confidence and genuine enthusiasm for their product or service.

One actionable tip Schiffman provides is to practice and prepare thoroughly to build confidence. This includes knowing the product or service inside out, anticipating potential objections, and rehearsing sales pitches. Additionally, maintaining a positive attitude and genuine enthusiasm throughout the sales process can help build trust and credibility with prospects.

8. Continuous Learning and Improvement

Schiffman encourages salespeople to embrace continuous learning and improvement. He explains that the sales landscape is constantly evolving, and successful salespeople adapt and refine their strategies accordingly.

One actionable insight Schiffman provides is to invest time in self-development and learning from others. This includes reading books, attending seminars, and seeking mentorship from experienced sales professionals. By continuously learning and improving, salespeople can stay ahead of the competition and achieve long-term success in their sales careers.