The 24 Sales Traps and How to Avoid Them: Recognizing the Pitfalls That Mislead Even the Best Performers

By Dick Canada

Based on field-tested and scientifically validated research, this book replaces conventional wisdom with hard facts and an updated approach to sales. The guide uncovers 24 assumptions that lead... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0814471412
• ISBN13: 9780814471418
• Release Date: November 2001
• Publisher: Amacom Books
• Length: 188 Pages
• Weight: 0.70 lbs.
• Dimensions: 9.3" x 0.8" x 6.3"

Customer Reviews

Forewarned Is Forearmed

The number is essentially unimportant. Canada could have focused on seven (out of respect to Covey) or on 14 or on 34 "sales traps." In fact, there are hundreds of incorrect or inappropriate actions and strategies undertaken by salespeople or a sales organization because of incomplete or false information, illogical thinking, "tradition," poor decision-making, and/or not knowing what they don't know. Canada brought to the writing of this book a wealth of real-world experience in sales and sales training. He also drew upon extensive published research (e.g. a sales research project sponsored by Xerox) as well as studies conducted by the Dartmouth Group, Ltd. and the Institute for Global Sales Studies. In the Introduction, Canada asserts that "It is not what sales and marketing people don't know that is most likely to significantly hurt their performance; it is what they think they know that turns out to be a partial truth, a fallacy, or a mistaken belief that affects their results more." According to Canada, the most successful salespeople, sales teams, and sales organizations are guided and informed by six principles: Focus outside, get the most out of the best people, train effectively, create value, offer feedback and create opportunities for learning, and use the Internet and databases effectively. He illustrates each of these six by identifying and then examining 24 different sales traps, each of which violates one or more of the principles. He then explains how to avoid them. For example:Sales Trap #6: Either Sales People Have It or They Don'tAction Points: Be patient, Give constructive feedback, and give consistent feedback that doesn't exclude anyone. Sales Truth #6: Sales people are developed [in italics], not born [also in italics]Canada uses this same format for the other sales traps, devoting a separate chapter to each of the 24. He provides brief annotations with each Action Point throughout the book and also inserts observations, suggestions, and examples so as to create a context for each combination of Sales Trap/Action Points/Sales Truth. He concludes with an Epilogue in which he shares his thoughts about the next generation of performance change programs, suggesting that there are two unique points that should be carefully considered when devising a program by which to move sales performance and sales results to the next level. First, performance change programs must incorporate a customer survey that is customized for the program, and performance change programs should also examine the success factors from the customer's perspective." Although Canada does not italicize the last four words, I would. "Second, the program must incorporate into each case study the 'best practices' of your top salespeople. In other words, we must leverage the insights of an organization's best people in order to help others within the company." I could not agree more, presuming to add that the aforementioned "best practices" would also be of substant

A Home Run

Finally, someone uses more research-based information than personal opinion to discuss the field of sales. This book was extremely helpful and the author hit a home run. Hope there is a second book like the first.

Fantastic book

This is a fantastic book. It is so hard to find any books in the sales or marketing field that are actually based on facts versus opinions. If you like this book you should check out books by Neil Rackham.