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Little Red Book of Selling: 12.5 Principles of Sales Greatness Hardcover – September 25, 2004

by Jeffrey Gitomer (Author)

531 customer reviews

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Salespeople hate to read. That's why Little Red Book of Selling is short, sweet, and to the point. It's packed with answers that people are searching for in order to help them make sales for the moment―and the rest of their lives.

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Editorial Reviews

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.

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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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Product details

Hardcover: 220 pages
Publisher: Bard Press; 1st edition (September 25, 2004)
Language: English
ISBN-10: 1885167601
ISBN-13: 978-1885167606
Product Dimensions: 5.4 x 0.7 x 8 inches
Shipping Weight: 14.9 ounces (View shipping rates and policies)
Average Customer Review: 531 customer reviews
Amazon Best Sellers Rank: #4,224 in Books (See Top 100 in Books)
- #28 in Books > Business & Money > Marketing & Sales > Sales & Selling
- #46 in Books > Business & Money > Marketing & Sales > Marketing
- #123 in Books > Business & Money > Management & Leadership > Management

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Required reading for every professional salesperson

March 20, 2016

Format: Kindle EditionVerified Purchase

To say that Jeffrey Gitomer is prolific would be an understatement...he's worked his way into the upper echelon of sales gurus like Brian Tracy and the late, legendary Zig Ziglar. I've read the majority of his books and will say that this is the "If you're only going to buy one Jeffrey Gitomer book" book. While "The Sales Bible" may be seen by some as his "Greatest Hit," this is the book that pretty much lays out the foundation of his sales philosophy that you will find in every book that followed. If I were a sales manager, I'd make it required reading for every one of my salespeople. So what's in it, and why is it so good? First, he makes it clear that it's all about you and your attitude. You believe in yourself, your products, and your services, and you are driven to win...or you're not. If you're a "believer," then you can be of service to your customers. You have to know what is important to them, and then you make it all ABOUT them. You never cut your price to close a sale because you leave money on the table, and you diminish the value of what you have to offer in the eyes of your customer. There are books whose primary aim is to make you feel good about yourself in a warm and fuzzy way. This isn't one of them. Gitomer wants you to feel good about yourself by being honest, by being tough, by waking up and smelling the coffee and PERFORMING. If you read this book and USE it...put what's between the covers into practice...you WILL make sales. It's unavoidable. This is how it's done.

17 people found this helpful18 people found this helpful

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Stephan Sorger

Little Red Book on Selling; Sales is essential for every job function

January 8, 2018

Format: HardcoverVerified Purchase

This good book on sales tips included the following chapters and key points that I found relevant/useful. It is my intent that the discussions of the chapters kindle your interest and spur you on to buy the book.

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.

7 people found this helpful8 people found this helpful

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amber medlam

November 22, 2015

Format: HardcoverVerified Purchase

This book addresses sales with a lively combination of humor and professionalism to help salespeople get their feet in many more doors. For those who are running into dead ends, stale leads, price objections, and unreturned phone calls, Gitomer has created The Little Red Book of Selling to show them how to get past the usual obstacles and sell their products and services with new zest and vigor.

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.

8 people found this helpful9 people found this helpful

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Manuel Gwiazda

A little red giant

January 10, 2018

Format: Kindle EditionVerified Purchase

Mr Gitomer changed my view of the sales process forever. I am taking my first steps in sales prospecting for the company I work with, I just studied the book,... not read it,... studied, implemented its insights, and... alleluya..., they seem to work out. In addition, Mr Gitomer has a great sense of humor, and that helps to transmit his ideas easier

3 people found this helpful4 people found this helpful

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RMF

Good book

September 24, 2018

Format: HardcoverVerified Purchase

That is a great introductory book on sales. If you know mostly nothing about sales this can be useful for you. On the other hand if you are already experienced on the field you may find it rather basic, but still containing bits of knowledge and tips that many salesman either forget, dont know, or just dont apply. Even if you are not from the sales field the book can be useful because even if you dont sale products or services, we are always selling ideas to others.
The book has over 200 pages, but the pages are short and you can plow through it rather easily. You can read it in a day depending on how fast you read. IMO the most important points are the 18.5 actions and the 12.5 principles of selling. You should memorize those and then delve into the chapters that detail each one of them. There is a chapter for each of the 12.5 principles, and the 18.5 actions are spread throughout the chapters.

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