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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)
Top customer reviews
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Principle 1. Kick your own ass: Your buyers must like you. Liking leads to trust. Trust leads to buying.
Principle 2. Prepare to win, or lose to someone who is: Be clear about the objective of the meeting with the prospect.
Principle 3. Personal branding is sales: Establish yourself as an expert. Show up where the decision makers are. Become a resource.
Principle 4. It's all about value: Give free talks at Kiwanis or Rotary clubs; give a guide for free in exchange for a business card.
Principle 5. It's not work, its Network: Traditional organizations are mentioned: Kiwanis, Rotary, etc. (but what about Meetup?)
Principle 6. If you can't get in front of the real decision maker..: Sell the appointment, not the product. At appointment, ask, "How will this decision be made?" to find decision maker.
Principle 7. Engage me and you can make me convince myself: Ask, "What has been your experience with?..." to understand prospect's evaluation criteria and to engage them.
Principle 8. If you can make them laugh, then you can make them buy: Tell funny story to demonstrate point.
Principle 9. Use creativity to differentiate and dominate: Change voicemail outgoing message to something about your product, an inspiring quote, or a recorded testimonial.
Principle 10. Reduce their risk and you'll convert selling to buying: Identify the risks: Overpaying; Need; The right version? Quality; Service; Performance; Embarrassment, etc.
Principle 11. When you say it about yourself it's bragging: Use testimonials whenever possible, especially in advertising and near the end of the sales cycle.
Principle 12. Antennas up! Always be on the lookout for opportunities.
Principle 12.5. Resign your position as general manager of the universe: Don't spend time or energy on things you can't control.
Overall, I found the book interesting with useful elements I can use in "selling" my ideas. The book would be much improved, in my opinion, with more up-to-date material, such as how the Internet has changed the sales process, and how newer networking alternatives, such as Meetup, has changed prospecting. Recommended for relationship-based sales people wanting a motivational message.
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.
My experience with people that are successful in sales is that they typically acquired the type of skills presented by Mr. Gitomer.
If someone wants additional techniques it should look elsewhere for information that is more specific to the sales problem that the professional is facing. Several books will complement this book like:
Books centered around research done by Xerox on customer buying behavior:
Customer Centric Selling
Books related to the way you present:
Presenting to Win
The Power Presenter
Lead with a Story
For those involved in Selling Software and similar products:
Demonstrating to Win!
Selling with a Noble Purpose
The One Thing
I think the little red book is just the beginning of the journey!