E-MAIL Selling Techniques (that really work!), Stephan Schiffman

Published by Adams Media

Buy it now from Blackwell Books

Everything you ever wanted to know

Billed as America’s No1 corporate sales trainer, I remember Mr Schiffman as the author of ‘Telephone Selling Techniques – that really work!’ And I have to say that they did.
Now at least two decades later we have this comprehensive guide to a new era in selling.
Described by Stephan as a compilation of concepts and principles developed over a long period of time, the book is crammed with good advice for all who struggle with the ‘instant’ world of cyber space.
Beginning with an explanation of the basic differences between selling now and selling in the last century, he shows how communication has changed, how emailing is different, sometimes irritating, and why it can seldom stand alone.
He goes on to develop a concept of selling as a series of ‘next steps’, covering relationships, buying signals (yes, you get those with email too!) and, importantly, creating the ‘perfect’ email.
In a final short section we are treated to a list of 22 unforgivable mistakes – most of which I confess I have made.
Mr Schiffman clearly understands the technology; I am sure this book will prove as useful in the Internet age as his last was in the telephone age. If you use computers and email for business (and who doesn’t today?) get this book – Stephan Schiffman will show you how to do the business.