The 24 Sales Traps and How to Avoid Them
Recognizing the Pitfalls
That Mislead Even the Best Performers
By Dick Canada
Available in English, German, and Korean

“If you have committed to build a world-class sales force,
stop and read this book first.”
Dick Ruff, author of Managing Major Sales

“You’ve got to be aggressive, because you won’t make sales if you can’t reach the decision makers.”

“Sales is all about generating activity. If you throw enough spaghetti at the wall, some of it has to stick, right?”

“Salespeople either ‘have it’ or they don’t, and a good one can go into a situation completely blind and still close the sale.”


If not many companies or their sales executives challenge such sales “gospel”, perhaps it’s because, until now, no one has ever recognized the need. After all, many sales professionals have found some measure of success in subscribing to these tens. But there is one big problem with much of the conventional wisdom: it’s wrong, and those who believe their success is derived from such approaches are actually getting by in spite of them. In the process, they may be dramatically undermining their own potential for much greater success.

The 24 Sales Traps and How to Avoid Them is an indispensable guide from an undisputed authority. Based on field-tested and scientifically validated research, this eye-opening look at sales strategy turns conventional wisdom on its head, uncovering the 24 assumptions that can lead even top producers astray. 

Filled with research-based ideas for improving sales performance, this book answers the questions:

	Which popular sales strategies don’t produce the results you would expect?
	Why are sales skills more important than sales activity during an economic downturn?
	How do sales organizations avoid mistakes that actually hinder selling efforts?

If you haven’t sold during tough economic times, you need to:

	Make your efforts count rather than being misled by conventional wisdom
	Identify 24 counter-intuitive pitfalls that cause sales performance problems

Review other books:

SPIN Selling by Neil Rackham

Don’t Fire Them, Fire Them Up by Frank Pacetta