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

Dick Canada
4.8 out of 5 stars  See all reviews (4 customer reviews)

Kindle Price: $17.95

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Book Description

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 salespeople astray, it debunks sales truisms and falsehoods like "you must be aggressive to succeed in sales" and "lower your price to close the sale", and provides real-life advice on how to close a sale without losing money and too much hard work.

Editorial Reviews


The book is catchy, with each section debunking a notion readers probably believe. -- Toronto Ontario Globe & Mail, May 2002

About the Author

Canada is cofounder and executive director of the Institute for Global Sales Studies at Indiana University, an instructor at Indiana University's Kelley School of Business, and a former manager of training and development for Xerox. He is the author of more than 50 magazine and newspaper articles on selling and sales management.

Product Details

  • File Size: 2186 KB
  • Print Length: 192 pages
  • Publisher: AMACOM (December 24, 2001)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ASIN: B000UK3IPO
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Not Enabled
  • Lending: Enabled
  • Amazon Best Sellers Rank: #1,419,778 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

4.8 out of 5 stars
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Most Helpful Customer Reviews
5 of 5 people found the following review helpful
5.0 out of 5 stars Fantastic book January 9, 2002
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.
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3 of 3 people found the following review helpful
5.0 out of 5 stars Forewarned Is Forearmed June 4, 2003
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't
Action Points: Be patient, Give constructive feedback, and give consistent feedback that doesn't exclude anyone.
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2 of 2 people found the following review helpful
5.0 out of 5 stars A Home Run April 13, 2003
By A Customer
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.
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4.0 out of 5 stars Traps Are Not Just Found on the Fairways July 14, 2009
In golf knowing where the sand traps are helps to get to the pin a lot sooner and with few strokes. However sometimes the ball or in the case of sales, your pitch ends up in a trap.

Dick Canada in his book The 24 Sales Traps and How to Avoid Them has taken the time to identify common traps and provides 24 sales truth to accompany each trap. An added bonus is the Notes (Bibliography) where some good research is shared.

Consistent selling understands obstacle identification is necessary for sales success as noted in this other book be The Red Jacket in a sea of gray suits as well.

If you are having some sales challenges, then The 24 Sales Trap is a must read because many of the traps Canada lists are directly tied to your beliefs about marketing and selling.
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More About the Author

Dick Canada is a marketing professor at Indiana University's Kelley of Business, Bloomington, IN as well as CEO of The Dartmouth Group, Ltd. ( a performance improvement sales research firm.

Dick founded the Center for Global Sales Leadership in 1996 at the Kelley School as well as the Global Sales Leadership Society in 2002. He currently coaches the IU sales teams at regional and national competitions. He has published over 60 articles in magazines and newspapers.

His practitioner background includes over 20 years experience with Procter & Gamble and the Xerox Corporation where he served in many sales and management positions, including Manager, Training and Development at the Xerox International Training Center, located in Leesburg, VA. He also served as Major Account Sales Manager and Sales Operations Manager for the Central U.S.

He graduated from Butler University, attended graduate school at Indiana University and studied strategic marketing at Dartmouth College. He currently resides in Zionsville, IN, a northwest suburb of Indianapolis, IN. with his wife Debbie.


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