S. Schiffman's Telemarketing

Schiffman turns his basic approach of 'find out what the customer wants, then give it to them' to the telemarketer. Though this book is one of his earlier ones and thus, a bit more 'rough around the edges' Schiffman lays out clear guidelines for getting into the right frame of mind for cold calling, qualifying, and following through. These are direct, to-the-point instructions for a beginning telemarketer or small business owner. Having managed telemarketers, I can say that this book works. It's very effective in combination with his book on Cold-Calling Techniques. Given that the price is a fraction of many allegedly 'great' books on selling, you definitely get your money's worth! This is not a book that will gloss over the selling process with lots of war stories about how the author sold billions of dollars worth of life insurance or real estate. This book challenges you to sit down and make the calls.