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Little Red Book of Selling: 12.5 Principles of Sales Greatness Hardcover – September 25, 2004
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From Publishers Weekly
If salespeople are worried about how to sell, Gitomer (The Sales Bible) believes they are missing out on the more important aspect of sales: why people buy. This, he says, is "all that matters," and his latest book aims to demystify buying principles for salespeople. From the red cloth cover to the small trim size to the amusing (but not cloying) cartoons on almost every page, this is an appealing and accessible book. The author is obviously enthusiastic, if not manic, about sales, and though some of his mantras verge on hokey, much of his prose is straightforward and realistic. Each chapter includes a mini table of contents, pull quotes and takeaway sound bites, examples of typical whines from salespeople (e.g., "the client said they spent their whole budget") paired with a positive response (e.g., "Decision makers make the budget. Non-decision makers spend the budget"), and plenty of advice and ideas that can be taken in and studied as a whole or referred to at random for inspiration.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
This isn't just a red book; it's a Red Bull of high-energy sales tips & counsel. -- David Dorsey, The Wall Street Journal (May 3rd 2006)
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Top Customer Reviews
I bought the book because there are small nuggets of good information in it. I kept it because I know someday I will need motivation. But I quickly became tired of "Rah-Rah, I'm the best salesman ever, and you suck unless you work harder." Don't get me wrong, everyone could stand to work harder. But that wasn't what I was looking for.
If you want motivation, read this book. If you want solid sales advice, read "SPIN Selling", or "Soft Sell".
The bombastic and cutesy writing quality is a big put-off for me, from the numbered lists that all end in ".5" to the use of semi-outrageous language. The author warns his readers that, "This book contains language used by real people used <sic> in real situations in sales." I don't know what crowd he is selling to, but I have been in sales for thirty-five years and I don't recall anyone ever using the word "puke" in a business conversation. The author must really like that word, as he overuses it throughout the book.
My biggest disappointment was that he actually hooked me in the introduction with the concept that we really should be studying how customers buy rather than how salesmen sell. That seemed like a clever and viable to way look at the selling/buying process, but there was unfortunately no follow up on that idea throughout the remainder of the book.
If you're trying to pump yourself up or have work ethic issues, then maybe it's worth the purchase, but if you appreciate good writing and thoughtful analysis, don't waste your twenty bucks.
When I first came across the book, I was had just been hired on by a 4 star restaurant that was very renowned where a $50 night was a really bad night. At the restaurant I was coming from, $50 in a night was the equivalent of hitting the Jack pot in Vegas. I was moving into a whole new field of sales and I needed guidance, what the book gave me was a miracle. I learned that the number one thing you sell to a client is not the product, but your service. Using what this book a couple more of his book, as well as online info provided, I became the most requested waiter at this restaurant, despite a wait staff of beautiful women, and I also walked away with almost double any of the other servers walked away with ($200-400) a night, and that was the norm for me. I learned not to market food, but to market myself.
They came to the restaurant and loved the food, they came there often because of me. I would have people lined up at the door waiting for my service. And I'm not some natural conversationalist. I actually suck at general conversation and am very introverted.
This book has mounds of information that is far beyond the given price of the book. Doesn't mean I didn't try to save a few dollars by buying the used copies, but if you're in sales, you'll make your money back, easy day.
Filled with more than a dozen principles of sales greatness, as well as numerous lists and attack plans for dealing with difficult customers, The Little Red Book of Selling offers the answers to just about every sales question a salesperson could ask, and provides the firsthand experiences and positive enthusiasm to drive them home with vitality and optimism.
Highly recommended for an individual or team in the sales profession.