If you are involved in phone sales and success depends on setting up meetings with the cold market, there simply is not a better book that I am aware of than Cold Calling Techniques. I rate this book a full five stars solely on the approach given in the section "The Ledge" as this section alone has increased my ability to arrange meetings via the cold market by multitudes.

Schiffman discusses the most effective manner to set appointments amid any objection. It had never occurred to me (and I have been in sales a very long time) that any objection could be used as a reason to "get together". The examples in this book on setting appointments are so profound you will finish the book believing you can set an appointment under almost any circumstances with any style of objection.

Among his books on phone sales, Schiffman is known for his softer more sincere methodology (although very effective). Schiffman's approach is refreshing in that he is not focused entirely on the psychological warfare aspect of winning clients over; he directs most of his focus on the uncomplicated factors that make prospects more willing to accept your meeting or calls. Even if you do not set meetings in your profession, understanding the psychology of Schiffman approach is a benefit anyone in sales should not pass up, and thus I cannot recommend this book highly enough to sales professionals.

If you've read one sales book you've read them all. This one is no worse, nor any better than the rest.

Cold Calling Techniques: (That Really Work!) is not just for tele-marketers. It is a must read for all salesman. Setting an appointment is the basic skill for success for any salesman. This book breaks down the process in easy to understand chapters that can be read in a single seating. At the end of each chapter is an action item or to do. By the end of the book you have a customized plan that is specific to the reader. One of the best sales books ever!

This book is fantastic and relevant to any and all sales professionals. The concepts are clear and easy to inpliment in anyone's current daily activities. I have recommended it to other professionals such as Mortgage Brokers and Realestate Sales professionals I know.

If you want to take your sales to the next level or you're just starting in the field; this book is a must!

Selling in Florida

I think this book is excellent for people new to sales, like myself. I have learned alot and applied the things I learned directly from this book. If you follow it, it works! My only issue with this book is that it does not go indepthly enough about getting around gate-keepers and getting in touch with the person I really need to speak with; however it is very good in adressing how to get an appointment once I am in touch with the right person.

Schiffman proposes using deceptive and antiquated techniques to get people to take your call.

For example, one technique he espouses is to leave a message that tells the prospect you're calling about "XYZ Company", (where XYZ is a competitor to the prospect and perhaps someone you've done business with).

He proposes that by leaving such a message (with no other information as to why or what you are calling about - not even leaving a company name in most cases) you will get more people to call you back... When the prospect call you back to find our why you're calling abouta competitor company - that's your opening to launch into your sales into your sales pitch.

When trying to get a meeting, he uses a variation on the "which day is better Monday or Tuesday." Instead, he claims that just providing one day/time is more effective; e.g. "How is next Tuesday at 2 to meet?"

Perhaps these techniques worked 20 years ago when the book was first published, but c'mon... in today's world, getting people to take and/or return a cold call is usually a waste of time. Sure, if you make enough calls someone is bound to agree to see you, but there are far better and more efficient ways to reach the right target prospects - and far better ways to more effectively use your time than "smilin' and dialin."

And, if you do choose to cold calling as a prospecting strategy, in today's sophistacted world, there are far more professional ways to do so, such as doing your homework about your prospect, and giving them valid and real business reasons as to why they might want to meet or have a dicsussion with you.

If you really want to learn about true sales professionalism, turn to folks like Jeff Thull, Neil Rackham, or Miller-Heiman.

Don't waste your money or time on this book.

If you want to fit the mold of the old time sales person who can sell ice to eskimos this is your book.

If you want a higher level modern approach that works in complex B2B sales don't buy this book. If your work involves selling to senior level people in corporations or government this book will be of little use to you. It is based on principles which which don't work with the kind of people on which you call.

Try: "Value Forward Selling," "Selling is Dead," and "Same Game, New Rules." Also try the "Advanced Selling" podcast. It's free and state of the art.