The 25 Most Dangerous Sales Myths by Stephan Schiffman

Last updated: Aug 18, 2023

Summary of The 25 Most Dangerous Sales Myths by Stephan Schiffman

The book "The 25 Most Dangerous Sales Myths" by Stephan Schiffman is a comprehensive guide that debunks common misconceptions and myths in the field of sales. Schiffman, a renowned sales expert, provides valuable insights and practical advice to help sales professionals improve their performance and achieve success.

The book is divided into 25 chapters, each dedicated to debunking a specific sales myth. Schiffman starts by emphasizing the importance of understanding and challenging these myths, as they can hinder salespeople from reaching their full potential. He encourages readers to adopt a mindset of continuous learning and improvement.

Throughout the book, Schiffman addresses various myths that salespeople often encounter. He explains why these myths are misleading and provides alternative strategies and approaches that are more effective. Some of the myths discussed include:

Myth 1: Sales is a numbers game. Schiffman argues that quality is more important than quantity in sales. He emphasizes the importance of building meaningful relationships with customers and focusing on their specific needs.
Myth 2: Price is the most important factor in a sale. Schiffman highlights the significance of value and differentiation in sales. He advises salespeople to focus on communicating the unique benefits and advantages of their products or services.
Myth 3: Salespeople need to be extroverts. Schiffman challenges the belief that extroverts make better salespeople. He explains that introverts can excel in sales by leveraging their listening skills and ability to connect with customers on a deeper level.

These are just a few examples of the myths addressed in the book. Schiffman provides practical tips, techniques, and real-life examples to support his arguments and help salespeople overcome these misconceptions.

In addition to debunking myths, Schiffman also covers essential topics such as prospecting, negotiation, closing deals, and building long-term customer relationships. He emphasizes the importance of continuous self-improvement, adaptability, and resilience in the ever-changing sales landscape.

Overall, "The 25 Most Dangerous Sales Myths" is a valuable resource for sales professionals at all levels. It challenges conventional wisdom and provides practical advice to help salespeople enhance their skills, increase their effectiveness, and achieve greater success in their careers.

1. Myth: Salespeople are born, not made

One of the most common myths in sales is that successful salespeople are born with a natural talent for selling. However, Schiffman debunks this myth by emphasizing that sales skills can be learned and developed through practice and experience. While some individuals may have certain personality traits that make them more inclined towards sales, anyone can become a successful salesperson with the right training and mindset.

By understanding that sales is a skill that can be acquired, individuals can focus on improving their techniques, learning from their mistakes, and continuously developing their sales abilities. This mindset shift allows salespeople to approach their work with a growth mindset, constantly seeking opportunities for improvement and growth.

2. Myth: Price is the most important factor in a sale

Many salespeople believe that price is the ultimate deciding factor for customers when making a purchase. However, Schiffman challenges this myth by highlighting that value and trust are often more important considerations for customers. While price is certainly a factor, customers are willing to pay more for a product or service that they perceive as valuable and trustworthy.

By focusing on building trust with customers and demonstrating the unique value of their offerings, salespeople can overcome price objections and close more deals. This requires understanding the customer's needs, addressing their concerns, and effectively communicating the benefits of the product or service.

3. Myth: Sales is all about closing deals

Another common myth in sales is that the ultimate goal is to close as many deals as possible. However, Schiffman argues that sales is not just about closing deals, but rather about building long-term relationships with customers. While closing deals is important, the focus should be on creating value for the customer and establishing trust.

By shifting the focus from closing deals to building relationships, salespeople can foster customer loyalty and generate repeat business. This involves providing exceptional customer service, following up with customers after the sale, and consistently delivering on promises.

4. Myth: Salespeople need to be extroverts

Many people believe that successful salespeople must be extroverted and outgoing. However, Schiffman challenges this myth by emphasizing that introverts can be just as successful in sales. Introverts often possess qualities such as active listening, empathy, and attention to detail, which can be advantageous in building strong customer relationships.

By recognizing and leveraging their unique strengths, introverted salespeople can excel in sales by focusing on building deep connections with customers, understanding their needs, and providing personalized solutions. This myth debunking encourages individuals to embrace their natural personality traits and use them to their advantage in sales.

5. Myth: Sales is a numbers game

Many salespeople believe that success in sales is solely determined by the number of calls made or the number of leads generated. However, Schiffman challenges this myth by emphasizing the importance of quality over quantity. It is not about making as many calls as possible, but rather about making meaningful connections with potential customers.

By focusing on targeted prospecting, understanding the needs of each individual customer, and tailoring the sales approach accordingly, salespeople can increase their chances of success. This myth debunking encourages salespeople to prioritize quality interactions over sheer volume, leading to more meaningful and productive sales conversations.

6. Myth: Salespeople should always be closing

Another common myth in sales is the belief that salespeople should always be in closing mode, constantly pushing for the sale. However, Schiffman argues that this approach can be counterproductive and may lead to a loss of trust and credibility with customers.

Instead, salespeople should focus on building rapport, understanding the customer's needs, and providing value throughout the sales process. By taking a consultative approach and genuinely helping customers find the best solution for their needs, salespeople can establish trust and increase the likelihood of closing the sale.

7. Myth: Salespeople should always be talking

Many salespeople believe that they need to dominate the conversation and do most of the talking in order to persuade customers. However, Schiffman challenges this myth by emphasizing the importance of active listening in sales.

By actively listening to customers, salespeople can gain valuable insights into their needs, concerns, and preferences. This allows salespeople to tailor their approach, address specific objections, and provide personalized solutions. Active listening also helps build rapport and trust with customers, as they feel heard and understood.

8. Myth: Salespeople should always be positive

There is a common belief that salespeople should always maintain a positive and enthusiastic attitude. While positivity is important, Schiffman argues that it is equally important for salespeople to be authentic and genuine.

Customers appreciate honesty and transparency, and salespeople who are able to acknowledge and address challenges or limitations of their product or service can build trust and credibility. By being authentic and genuine, salespeople can establish stronger connections with customers and differentiate themselves from competitors who may rely solely on positivity and hype.