Smart Selling on the Phone and Online: Inside Sales That Gets Results


You?re an inside sales pro: on the front lines in your business?s battle for dominance, riding the crest of the wave of Sales 2.0 change, and fighting to be heard by today?s busy, opt-out prospects. You need to find the power players, get their attention on the phone and online, and close deals?fast. Josiane Feigon?s robust and comprehensive TeleSmart 10 System for Power Selling helps you do all that and more.

Built on 10 easy-to-learn, must-have skills keyed to the sales cycle,...

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You’re an inside sales pro: on the front lines in your business’s battle for dominance, riding the crest of the wave of Sales 2.0 change, and fighting to be heard by today’s busy, opt-out prospects. You need to find the power players, get their attention on the phone and online, and close deals—fast. Josiane Feigon’s robust and comprehensive TeleSmart 10 System for Power Selling helps you do all that and more.

Built on 10 easy-to-learn, must-have skills keyed to the sales cycle, the simple, step-by-step processes in Smart Selling on the Phone and Online will help you:

—Beat “sales paralysis”—once and for all!

—Learn the quick sound bites that snap prospects to attention!

—Ask the questions that reveal real customer needs!

—Navigate around obstacles and gatekeepers to get to decision makers and power buyers!

—Spend more time doing what you do best—selling—and drop those tedious, no-reward activities!

—Turn frustration into success—and sales!

Ready to become a true inside sales warrior? Read Smart Selling on the Phone and Online—and master the world of Sales 2.0!

Advance Praise for Smart Selling on the Phone and Online:

“To succeed in today’s tough sales environment, working harder isn’t enough. You need to work smarter; you need Smart Selling on the Phone and Online. Josiane Feigon is the consummate expert on selling by phone. No matter what your sales challenges are, she’ll guide you every step of the way from finding the decision maker to closing the sale. Keep this book by your phone!” — C.J. Hayden, author, Get Clients Now!™

“If inside sales is part of your sales model, or if you want it to be, you need this book. Josiane Feigon shows real-world, in-the-trenches strategies and techniques that will help you win more business using the phone.” — Art Sobczak, President,

Josiane Chriqui Feigon is President and Founder of TeleSmart Communications, a global training and consulting company specializing in inside sales. The author of the popular Cubicle Chronicles blog, her articles have appeared in Selling Power, Call Center Magazine, and other industry publications. Ms. Feigon lives in San Francisco.

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Editorial Reviews

From the Publisher
The 800-CEO-Read Business Book Awards of 2009 In the sales category – short list

“From learning quick sound bites that capture customer attention to navigating common obstactles to success…for anyone interested in better sales.” — Midwest Book Review

"…comprehensive training manual, taking the tried-and-true phone selling skills and adding the latest Internet marketing tips.” – Houston Business Journal

“Extremely easy to read and excellent primer offering a banquet of ideas on inside selling.” —Inland Empire Business Journal

"While the book is geared towards inside sales professionals, I promise you’ll find it good to refresh your skills.” — Life Insurance Selling magazine

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Product Details

  • ISBN-13: 9780814414651
  • Publisher: AMACOM
  • Publication date: 9/23/2009
  • Pages: 272
  • Sales rank: 466,929
  • Product dimensions: 6.00 (w) x 8.90 (h) x 0.80 (d)

Meet the Author

JOSIANE CHRIQUI FEIGON (San Francisco, CA) is President and Founder of TeleSmart Communications, a global training and consulting company specializing in inside sales. She is the author of the blog TeleSmart, and her articles have appeared in Selling Power, Call Center Magazine, and other industry publications.

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Read an Excerpt


But I’ve Only Got Four Minutes!

You’ve just returned from your sales kickoff meeting, inundated with products, tools, systems, and technical information on your company.

You got to party with your field partners, and agreed that you guys would kill your numbers this year. It was exciting to see the inside teams get acknowledged for all their work last year—but with that acknowledgment came a new, higher quota from your manager. So

here you are, back in your cubicle, with a laptop, high-resolution monitor, whiteboard, your Blackberry, and a phone. You are pumped a psyched, and ready to get out there, but—no one is answering their phones or responding to your e-mails, and your pipeline is looking pretty bare. When you do manage to connect, all you hear is, ‘‘No

thanks, we’re set . . .’’ or ‘‘Call me at the beginning of next quarter.’’

And even though you think you only have about four minutes to spare, you decide to open up this book.

Congratulations! You’ve already taken your first step to becoming a smart-selling inside sales pro ready to be transformed into a savvy

Sales 2.0 warrior who is ready to take on today’s opt-out busy crowd.

Reading this book will help you survive and thrive through your sales messaging: You’ll learn how to craft introductions that get prospects talking, how to get out of the No-Po zone and align with power buyers a how to make presentations that have real selling power, how to field objections and turn them into opportunities, and how to build a healthy—and accurate!—sales forecast.


Whether you are in inside sales, telesales, lead development, lead generation a lead qualification, renewals, or are basically spending fiftyplus hours a week calling on distracted, risk-averse business professionals who only give you four minutes of their time, this book is written for you.

If you are one of those time-crunched managers meeting with your inside team each week wondering what’s holding them back from hitting their numbers, this book is for you.

If you have an inside organization contributing to your sales numbers or qualifying leads for you, and you’re wondering how they can get some skills training fast, this book is for you.

And if you find yourself wondering what the plastic golf sets and huge trophies filled with candy are doing in some people’s cubicles a and why other sales reps’ names are on the ‘‘wall of shame,’’ this book is for you.

This robust and comprehensive ten-step sales system includes ten essential skills inside sales warriors must have in order to effectively sell by phone and online in today’s Sales 2.0 world. Inside salespeople are riding the crest of the wave of change in the way sales are made.

This book gives you the robust skills you need to master this sales transformation right now.


Less than a decade ago, customers expected to receive an in-person visit from their field sales rep. Today, veteran field reps are scrambling to keep up with the new B2B stars. Inside salespeople, once the

‘‘neglected stepchildren’’ of sales organizations, have changed the way sales are done. Businesses now rely on inside sales teams to generate up to 50 percent of their revenue. Inside salespeople prospect and manage customers at the highest levels: cold-calling directors, VPs a and C-level decision makers within some of the largest companies in the world. They are bright, educated, culturally diverse, sophisticated a and extremely well-paid professionals who sell complex solutions worth millions of dollars over the phone and online.

Today’s market, economic, and competitive conditions have created a more complex and less predictable sales cycle. And that means more of everything. As companies provide more tools, technologies a and systems to help speed up the sales cycle and increase efficiency and productivity, only sales reps who can seamlessly integrate the necessary tools, technologies, and systems into their sales process can earn the right to be called inside sales warriors.

Think about it: Inside salespeople average two hundred new outbound calls and e-mails per week, risking rejection on an hourly basis.

As a salesperson alone with your phone in a warren of cubicles, you may feel isolated and unmotivated. This book is your true friend and companion as it sits inside your cubicle with you and helps you make some simple changes—such as crafting a new opening statement, creating an original e-mail template, or generating fresh questions—that transform hang-ups and rejections into new prospects and closed deals.

WHY I WROTE THIS BOOK a know inside sales from the inside out—literally, from inside the cubicle to the mind of the customer. And I understand inside sales warriors well enough to know that they are tired of training sessions geared for field reps and books that just don’t get it. They are annoyed when people misunderstand them and believe they are ‘‘smile and dial’’ phone jocks who just ‘‘churn and burn’’ through calls. This book reflects the whole spectrum of my work: as a trainer who knows the skills inside sales reps need; as a coach who knows how to get up close and personal to figure out where the rep is going wrong and how to set it right; as a consultant who has performed many inside sales audits; as a thought leader who predicts trends and forecasts in the industry; as an advocate for inside sales who believes they are the most talented sales group; and as a former inside sales rep and an entrepreneur who has single-handedly grown her own organization by walking her talk.

For fifteen-plus years I’ve owned TeleSmart Communications, a

San Francisco–based global training organization specializing in inside sales training, coaching, and consulting. Our TeleSmart 10 program is the ten-step skills program that continues to be chosen as the flagship methodology for global fast-growing inside sales organizations.

For more than twenty-five years, I’ve carved a niche with some of the most talented and progressive Fortune 1000 high-tech companies in the world. I have certified 10,000-plus teams and managers on

TeleSmart methodology.

I have also spent 5,000-plus hours listening to calls with a training

Y and observing inside sales reps on the job, hearing both sides of the conversation. I know your side—how you work, your self-talk, what motivates you, what you are fearful of, and how you can unknowingly sabotage your success. And I know your customers’ or prospects’ side—

the people who are sitting at their desks reading e-mail, looking at their caller ID, and not picking up the phone when they see a vendor calling. I also know how the Sales 2.0 landscape has changed everything a including the old selling rules.

This book is not homework: I know you don’t have extra time!

It’s designed to be read and digested on the job—your daily drip of tactical skills and solutions that you can test out immediately. I know you are impatient and will want to speed through it—or maybe just go straight to Chapter 9, ‘‘Closing’’—but I encourage you to read it from beginning to end. Why? Because each skill builds on the one before it exponentially, resulting in big changes. Each chapter is packed with tons of useful tips, fresh ideas, trend info, and insights into why you do what you do and why your customers do what they do. It also includes both phone and e-mail tips, as these are the dynamic duo for inside sales warriors today.

So shut off your IM buddy list, stop texting for a few minutes a turn off your e-mail, find the nearest conference room that you won’t get kicked out of for a few hours, and go hang out with this book.

Welcome to the inside sales warrior club! You have arrived!

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Table of Contents



INTRODUCTION: But I’ve Only Got Four Minutes! 1

CHAPTER 1: TIME MANAGEMENT: Momentum Control 12

Inside Sales Is About Time 14

Less Time Leads to More Paralysis 16

Be Proactive in a Reactive World 20

Two Types of Momentum: Proactive and Reactive 21

Regain Your Momentum 23

Telephone Techniques for Managing Time 32

Time Management Strategies 36

CHAPTER 2: INTRODUCING: Selling in Sound Bites 38

Introducing Is Your Moment of Truth 39

The Sales 2.0 Opt-Out Crowd: Selling in a Risk-Averse Marketplace 40

Making a Live Phone Call 44

The Multiple-Touch Rule 47

The Dynamic Duo: Voice Mail E-Mail 48

Take E-Mail Control 50

Introducing Strategies 62

CHAPTER 3: NAVIGATING: Avoiding the No-Po’s 64

Navigating Your Way to a Real Deal 65

Understanding How Power Works in a Sales 2.0 Environment 68

Stay Out of the No-Po Zone! 70

Navigating No-Po’s Using the 2x2 Org Chart Rule 72

Sniffing Out a No-Po 73

Why We Love Our No-Po’s 77

When You’ve Been Stuck with a No-Po Too Long 78

When the No-Po Must Protect His or Her Turf 79

Watch Out for the No-Po Entourage 79

Saying Goodbye to No-Po’s 79

Going Around Your No-Po to Address the Power Buyer 80

Navigating Strategies 84

CHAPTER 4: QUESTIONING: Building Trust, One Question at a Time 85

Questioning Uncovers Needs, Qualifies Needs, Controls Calls 86

Sales 2.0 Is About Substance 87

Quality Versus Quantity: What’s the Difference? 89

You Can No Longer Afford to Waste a Call 90

The Four Components of Questioning 91

Strategy and Planning: The Smart Selling Qualification Criteria 91

Formulating Questions 97

Style: It’s How You Ask the Question 97

The Order of Questioning: Doing the Questioning Dance 100

Questioning Strategies 103

CHAPTER 5: LISTENING: Letting Go of Assumptions 104

Listening Is About Truth 105

Listening in Sales 2.0: I Can’t Hear You Now 106

The Listening Model Has Changed 108

Digging for Pain 112

Active Listening 114

Using Verbal Listening Cues 118

Listening Without Assumptions 118

Sales Intuition 119

Becoming Comfortable with the Silent Pause 119

Note Taking Is Information Capture 120

You Are Only as Good as Your Notes 121

Information Integration 122

Listening Strategies 125

CHAPTER 6: LINKING: Selling to Power Buyers 126

Linking Connects You with C-Level Decision Makers 127

Sales 2.0 Has Redefined Power 129

How to Spot the Power Buyers 132

Linking with Influential Executive Assistants 137

Spotting Power Buyers Throughout the Sales Cycle 139

Access Granted! Now What? 142

Giving Yourself Access: You Deserve to Speak with the Power Buyer! 147

Linking Strategies 151


CHAPTER 7: PRESENTING: It’s Showtime! 152

Taking Presentations Seriously 153

It’s Sales 2.0: All I’ve Got Is Four Minutes! 155

Understand the Process 157

Know Who’s Driving 161

Be 100 Percent Present When Presenting 164

Think About Your Content 169

Presenting Strategies 173


The Brutal Truth About Objections 176

Riding the Objection Tidal Wave in Sales 2.0 178

How Salespeople Create Objections 179

Why Customers Object 184

The Five Categories of Objections 186

The E-Mail Objection 191

Handling Objections Strategies 200

CHAPTER 9: CLOSING: The Complex Road to Gaining Commitment 202

Closing Means Mastering the Sales Process 204

Sales 2.0: The Complex Close 204

Master Your Sales Skills 205

Build a Healthy Sales Funnel 209

Master Your Sales Process: The Key to Accurate Forecasting 214

Understand Your Customer’s Buying Agenda 219

Work Out Your Self-Confidence Muscles 223

Closing Strategies 226

CHAPTER 10: PARTNERING: Conscious Collaboration 228

Sales 2.0: Technology Enables Collaboration 230

Secrets of Structuring a Good Inside and Field Partnership 231

Start Strong 236

Creating Strategic Alliances and Partnerships 243

Partnering Strategies 247



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Sort by: Showing all of 3 Customer Reviews
  • Posted January 29, 2010

    A consummate expert on inside sales...

    A consummate expert on inside sales, Josiane Feigon sits inside your cubicle in this new book and polishes your phone and online skills. These tips and insights packaged within her 10-step sales system and written in clear, easily understood language integrate right into every step of your sales process. This book is a timely gift for businesses increasingly relying on inside sales teams and expecting them to incorporate Sales 2.0 tools into their daily activities.

    1 out of 1 people found this review helpful.

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  • Posted September 30, 2009

    It's Her Wheelhouse

    Josiane Feigon has capture the essence of the "office warrior" and the skills required to succeed. As a successful inside sales person herself, she gets what it takes to succeed in this highly competitive sales market. She has written a sale resource that is an essential tool for any inside sales person that wants the "answer" at their fingertips. She shares ten skills you need and then shows you how to acquire and develop them. Read this book, apply the knowledge and watch your sales increase!

    1 out of 1 people found this review helpful.

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  • Posted December 16, 2011

    Great Book

    This is an excellent and very helpful book. The author gets right to the point wiht great tips to highlight and apply in many situations.

    Was this review helpful? Yes  No   Report this review
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