Little Red Book of Selling - Jeffrey Gitomer

Little Red Book of Selling - Jeffrey Gitomer

Find out why people buy and learn the 12.5 principles necessary to become a sales expert!

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In 1966, Mao Tse-tung published the book "The Red Book", with his citations. Now the sales expert Jeffrey Gitomer offers "The Red Book of Sales". In this book, Jeffrey brings 12.5 tips that will leverage your sales!

As in Mao Tse-Tung's policy guidance book, Jeffrey recommends that you read his sales book again and again in order to fix all the concepts in your mind. And to make it easier, we have separated all the main teachings of the book here in this summary!

Much more than just offer your product, you must first "sell yourself", after that you show your service. Evidently it isn't an easy task, that's why this King of Sales had written this book!

Got interested to boost your sales through these techniques? Stay with us in this summary and discover how!

About the book "Little Red Book of Selling"

In this work, the author discusses the reasons why people buy and how to use the 12.5 principles of what he calls "the greatness of sales".

In addition, it provides five other tips that can help you become a master in sales.

About the author Jeffrey Gitomer

Jeffrey Gitomer is a bestselling author, columnist, sales coach and executive coach. He has been working with sales for more than 40 years. All this hand-to-hand and face-to-face experience acquired during his journey made him be recognized as the King of Sales.

Jeffrey has worked with many renowned companies in the world, such as Coca-Cola, Apple and Microsoft. He also works with seminars, consulting, online learning and a shop, where you can buy all his products!

To whom is this book indicated?

It is suitable for both a veteran in sales which seeks to improve, as for a newcomer who is gaining his space in the market.

It is a recommended read also for professionals in the financial services industry who want to maximize their potential and increase sales. This book shows why sales happen, and understanding this, it is easier to make the right choices.

Main ideas of the book "Little Red Book of Selling"

  • Everyone loves to shop;
  • You must be passionate about your product or service to be able to sell;
  • If you cannot overcome the fear of rejection, you will not succeed in sales;
  • Great salespeople make their own fortune by working harder than everyone else;
  • If you control your mind, you will control everything else: your posture, your success and your sales;
  • Interested parties do not care about you, your organization or your product. They just care if you can help them be more profitable;
  • Going unprepared for a presentation or call to a client is a big mistake;
  • To succeed in sales, you must be willing to work hard all the time;
  • The best way to avoid discussions about price is to offer real value and sell it to the decision maker, not to your team;
  • Initially, people buy you, then your products or services. If you don't make the first sale, you'll never get the second.

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[Book Summary] Little Red Book of Selling - Jeffrey Gitomer

Overview: Why do people buy?

To be successful in sales, you must learn the reason why people buy products or services. The answer to this vital question is much more important than the other questioning: "How do I sell?"

We buy for several reasons, but these are the main ones:

  • Have a good recommendation from the sales representative;
  • Believe and trust the seller;
  • Know exactly what we are buying and why;
  • Be comfortable with the price;
  • Understand that the product or service offers real value;
  • Believe that will increase productivity and profit.

Overview: Principle 1 - Cover yourself

Do you feel motivated enough to achieve success in sales? If not, get out of the business as fast as you can. You can not get anywhere you want in sales without inspiration, passion, hard work and determination.

You must demand far more from yourself than every manager would require. When things cool down, you should be ready and willing to get back on track. You are responsible for your success or lack of it. Do not accept anything less than your maximum effort.

Overview: Principle 2 - Prepare to win or lose

Experts understand how crucial it is to be fully prepared, particularly when visiting a potential client. For this, you must learn all about the concerned company.

This will help you understand what really can convince the buyer about your offer. Read the company's annual report, talk to your employees, competitors, and consumers, as well as check your website and marketing materials.

"Little Red Book of Selling" states that the more information you have about the clients, the better it will be in sales.

Overview: Principle 3 - Personal Marketing

Your company has a brand that is vital to your continued success. But what is your personal brand? Understand one of the basic selling rules: the consumer always buys the seller first before acquiring the product represented by them.

Jeffrey Gitomer emphasizes that you need a personal brand that makes you stand out. So, develop and improve your image. Become an expert not only in your product or service but also in your field of expertise.

Plan and conduct your own outreach program. Put yourself in a position where your local community knows and respects you. Drop in and stay there.

Overview: Principle 4 - The Important is Relationship and Value, Not Price

The best way to make customers stop complaining about price is by offering the real value of your product. Do this and you can, as a skilled politician, change the course of a debate.

To offer value, you must sell yourself (your product or service goes along), communicating with clients about how they can increase their own sales, improve their operations, become more productive and profitable.

Clearly state the value proposition of your product, then pass it on to consumers. Use articles, media appearances and opportunities to speak to large audiences to take a specialist position in your market.

Develop credibility in the local business community so you can link directly to the directors, not to buying agents.

Organize your sales presentation to demonstrate exactly how your product helps those earning money.

Overview: Principle 5 - Network

Few salespeople get rich by doing only cold prospecting. On the other hand, those who use networking can bring together fortunes.

To do this, attend local chamber of commerce events and press sponsored events. Join clubs and get involved in high-class charity.

According to Woody Allen: "90% of success is bound to appear."

Overview: Principle 6 - Meet the Real Decision Maker

With stakeholders, the first thing you need to do before you worry about your presentation or get a request is to set up a meeting. On the phone, do not talk about the product, talk about the meeting. Organize everything during your call to follow this path.

Remember: you will not be able to sell anything to anyone if you don't be face to face. It is important to ensure that the meeting is with the decision maker in the company. Find out who is this person and do everything to get a meeting.

Of course, sometimes it is necessary to tread your way in the chain of command. But never let an intermediary tell you that you will speak to the superior and give you the decision. This is a recipe for losing a sale.

Always insist on being present when the decision maker overwhelms your product. After all, how can they decide without you around to answer any important questions?

Overview: Principle 7 - Engagement and Convincing

Jeffrey Gitomer says that effective sellers know how to engage their clients by asking smart questions. Such questions cover real concerns, such as company plans and goals, productivity, economics, and profits.

To relate to your stakeholders, ask powerful questions that will make them stop and think. Use phrases such as "How consumers feel about...", "What is your biggest concern about increasing productivity..."

Overview: Principle 8 - Be Fun

Selling is a business that deals with people. If an interested person likes you, they have a greater tendency to buy what you are promoting. Humor is a good way to bring someone to your side.

When people laugh, they relax and lower their shields. Work hard to put a smile on your client's face, and they will find it difficult to deny what you offer. Do not tell jokes, tell funny stories that are real.

Overview: Principle 9 - Creativity as a Differential to Master

A salesperson can put creativity to work immediately in three primary areas:

  1. Initial questions of a link;
  2. Items of your personal brand (voice mail, presentation cards, etc);
  3. Appear in public activities.

Do not think that creativity is just for the group of people born with talent, you can teach yourself to be creative.

Overview: Principle 10 - Reduce customer risk

The book "Little Red Book of Selling" explains that clients always care about shopping because they feel an inherent risk. To identify those risks that may be hampering your sale, consider and try to eliminate the following obstacles:

  • Financial: Is the product affordable?
  • Need: Do I really need the product?
  • Performance: What if you are not able to do the job?
  • Service: Will support be available if I need it?
  • Obsolescence: What if a competitor presents something better?
  • Bad decision: Will the CEO be nervous if I buy that?

End the risks of the interested party with guarantees. Help them see that the rewards outweigh the risks.

Overview: Principle 11 - Let Others Advertise You

No one likes snobby people, but everyone loves testimonies. A third person speaking well of you, passes credibility because such a person has nothing to gain by doing so.

You can ask a satisfied consumer to record a video recommending your product or service, always remembering to make a good video editing. In addition, written testimonials can also help.

Incorporate this content into your presentation material.

Overview: Principle 12 - Stay Tuned

Bestsellers must always be tuned in to understand, identify, and explore new opportunities. Always be aware of your surroundings, because when you are meeting with other people, you can conduct your networking.

Remember, a high-level salesperson is always selling no matter where you are. Stay alert when you are spending time with customers or stakeholders, as there always may be an unexpected sale.

Overview: Principle 12.5 - Relinquish Your Position as General Manager of the Universe

Psychologists know that given an opportunity, most people tend to get too involved in each other's affairs. Usually, prescribing solutions to third-party problems is easier than solving our own complications.

Unfortunately, this trend may limit sales efficiency. The more time you spend trying to solve other people's problems, the less you invest in business. Focus on your own universe and your sales will increase.

What do other authors say about it?

In the book "The Sales Bible", Jeffrey Gitomer advices: use the humor to "break the ice". If you do your best to make the client feel comfortable and relaxed, in a good mood and still laughing, they are already halfway there.

In the book "The 25 Sales Habits of the Most Successful Sellers", Stephan Schiffman points out that you should not use tricks such as stating that the person has just won a lottery. Successful salespeople inspire confidence, the brand of a good leader has vision, deserves respect, is responsible, has a clear sense of direction and confidence.

For the author Mitch Antony in his book "Selling with Emotional Intelligence", skilled tradesmen are able to find solutions in situations where others only see obstacles. Your secret is to look beyond your own desires and needs and see the goals of your partners.

Okay, but how can I apply this to my life?

To increase your sales, try to implement these five concepts in your professional development:

  1. "The Little Salesman Who Gets": "The Little Engine That Could" is a classic American children's story that tells the saga of a train climbing a very steep hill, and achieving through much effort and determination. Believe in yourself, do not give up and you will be a winner.
  2. The two most important words in sales: "You" and "why". "You" because the consumer must first be willing to buy you before buying your product or service. And "why" because you need to devote yourself to learning the motivation that drives people to buy something.
  3. The formula of constant learning: Great salespeople never stop learning.
  4. Implement the "rule of the most": The longer you spend in front of the TV, for example, the more your competitors advance in front of you. Do not waste time on unproductive activity.
  5. What does it take to become number one and stay there? Be optimistic, confident, loving and dedicated. Always be honest and stay focused.

Did you like this summary of the book "Little Red Book of Selling"?

Are you ready to boost your sales? Did you find this content useful? Leave your feedback in the comments!

Furthermore, if you got interested in all the book's teachings, don't hesitate to click on the image below to buy the full edition:

Book 'Little Red Book of Selling'