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The Little Red Book of Selling : 12.5 Principles of Sales Greatness (Hardcover)
by Jeffrey Gitomer
| Category:
Selling skills, Sales, Sales mastery, Persuasion |
| Market price: ¥ 228.00
MSL price:
¥ 178.00
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| Stock:
In Stock |
MSL rating:
 Good for Gifts |
| MSL Pointer Review:
Sharing his insights on why customers buy and why they appeal to the intrinsic value, this practical book can help improve your sales career. |
| If you want us to help you with the right titles you're looking for, or to make reading recommendations based on your needs, please contact our consultants. |
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Author: Jeffrey Gitomer
Publisher: Bard Press
Pub. in: September, 2004
ISBN: 1885167601
Pages: 220
Measurements: 7.7 x 5.2 x 0.7 inches
Origin of product: USA
Order code: BA00098
Other information: ISBN-13: 978-1885167606
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- Awards & Credential -
A BusinessWeek Bestseller and a bestseller on Amazon.com ranking #763 in books as of December 25, 2006. |
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- MSL Picks -
Before you read this review and think you are going to get objectivity. You aren't. I consider Jeffrey Gitomer a good friend. That means he has tons of integrity, cares about people and is unwavering in his desire to give tons of value to everyone he meets. Sometimes he's tough as nails. Sometimes soft as a kitten. So with that in mind...
Jeffrey Gitomer's new book is probably my favorite for a lot of reasons.
First, let's talk about the content (isn't that all there is in a book?). He gives specific tips for how to brand yourself (something that I've written about having discovered the same things that Jeffrey has). It's must do stuff.
He hammers on value. If the guy on the other end of the phone or conversation says anything but "yes!" the value hasn't been establish. The relationship hasn't been established.
Then there is price. How important is it? How do you meet the price concerns? It's here.
Maybe most important are his distinctions between success and failure in selling. So the content is excellent.
Move to the book itself. It is beautiful. It combines a feel of a school book you may have had... when you were very young. You open the book and it is FUN. I normally don't talk about illustrations... but they make the book instantly readable and memorable... and in this case that's an exciting part of the book because it brings you back and cements the messages of the book into your unconscious mind.
Just flipping the pages gives you instant ideas on how to sell your products or services that Jeffrey probably never intended. The combination of a different feel to the book. Different layout. Everything. Just having the book literally on your desk gives you ideas that are useful.
Maybe my subjectivity is overwhelming. The book itself is not profound. It is simply on target and designed at least unconsciously to bury salesmanship into the deepest parts of your mind.
MSL strongly suggests that companies adopt the techniques from this book for their salesforce training. This book stands out from the pack for reasons why it is so popular among the sales/marketing community.
(From partly quoting Kevin Hogan, USA)
Target readers:
Sales professionals, sales trainers, and anyone else who is interested in the art of selling and/or persuasion.
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- Better with -
Better with
The Sales Bible: The Ultimate Sales Resource, Revised Edition
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Jeffrey Gitomer is the author of the syndicated column, Sales Moves, which appears in 90 business publications across the United States and is read by more than 4 million people weekly. His books, including The Sales Bible, Customer Satisfaction is Worthless, Customer Loyalty is Priceless, and The Patterson Principles of Selling have sold more than 500,000 copies. He presents more than 100 seminars annually to public audiences and Fortune 500 companies.
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From Publisher
Sales master Jeffrey Gitomer has created a real-world, practical, and fun book that salespeople will love and profit from - and sales managers will buy by the case. Salespeople want answers. That's why The 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 for the rest of their lives.
In The Little Red Book of Selling salespeople will learn why sales happen and a philosophy of success - long term, relationship driven, and referral oriented - nothing to do with manipulation or other old-world sales tactics. It has everything to do with understanding buying motives and taking ethical, relationship-building actions.
People don't like to be sold but they love to buy has become more than Gitomer's registered trademark- it's a mantra. A mantra every salesperson needs to understand at the core of his selling success. Throughout this book the reader will begin to adopt a philosophy that drives them to a higher, value-driven purpose.
There are 12.5 powerful principles of sales mastery. These principles are at the heart of sales success. They are the difference between red (putting your heart into your career) and black (having a job, coming to work, and making a commission). Other chapters include; What's the Difference between Failure and Success in Salespeople, The Little Salesman that Could, The Two Most Important Words in Selling, and Just Plain "How to Make a Sale."
The cover is classic red cloth. The four-color graphics make it compelling and easy to read, and the content is easy to understand and implement. For your convenience there is a red satin (ok, polyester) bookmark so you can remember your place. It is small enough to carry with you - big enough to contain the answers you need and powerful enough to fill your wallet.
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“Why They Buy,” an answer every salesperson needs
“Why do people buy?” is a thousand times more important than “How do I sell?” No, let me correct that… it’s one million times more important than “How do I sell?” No, let me correct that… it’s one billion times more important than “How do I sell?” Get the picture?
I have just spent three days in our studio interviewing the customers of my customers, asking them “why they buy.” And the answers are a combination of common sense, starting information, overlooked issues, and incredible opportunity.
It never ceases to amaze me that companies will spend thousands of hours and millions of dollars teaching people “how to sell,” and not one minute or ten dollars on “why they buy.” And “why they buy” is all that matters.
You may think you know why they buy, but you probably don’t do anything about it. Proof? Let me share with you the early warning signals that prove you may not have a clue as to why they buy.
1. You get price objections.
2. You have to send bids or proposals.
3. They claim to be satisfied with their present supplier.
4. No one will return your call.
4.5. You are complaining that the economy is slow.
If these sound familiar to you, you may be in the big club.
I am going to present a collection of elements as to why customers buy. They are in no particular order, but they are valid reasons, which were given to me straight from the mouths of customers, from every type of business.
1. I like my sales rep.
NOTE WELL: Liking is the single most powerful element in a sales relationship. I got a quote the other day from someone claiming to be a sales expert. It started out saying, “Your customer does not have to like you, but he does have to trust you.” What an idiot. Can you imagine the CEO of the company, when making a buying decision, saying, “I trusted that guy, but I sure didn’t like him.” Like leads to trust. Trust leads to buying. Buying leads to relationship. That’s not the life cycle, that’s the life cycle of sales.
2. I understand what I am buying.
3. I perceive a difference in the person and the company that I am buying.
4. I perceive a value in the product that I am purchasing.
5. I believe my sales rep.
6. I have confidence in my sales rep.
7. I trust my sales rep.
8. I am comfortable with my sales rep.
9. I feel that there is a fit of my needs and his/her product or service.
10. The price seems fair, but it’s not necessarily the lowest.
11. I perceive that this product or service will increase my productivity.
12. I perceive that this product or service will increase my profit.
12.5. I perceive that my salesperson is trying to help me build my business in order to earn his. My salesperson is a valuable resource to me.
Well, there are a few reasons to get your thought process going. If you discover yours, selling will be a snap. Go, do, now!
“Jeffrey,” you whine, “Tell me how!”
OK, Here’s what to do.
1. Call six of your best customers.
2. Invite them to a seminar about how to build THEIR business.
3. Offer great food.
4. Tell them that there are also 15-20 minutes worth of questions you want to ask them about how to strengthen your relationship.
5. Craft six questions about how you meet their needs and what they look for in a vendor/partner.
6. RECORD the session. Video is best, but audio will do. Then listen to the recording 100 times.
I have given you some answers as to why customers buy. But the bigger question is: Why do YOUR customers buy? YOU”VE NEVER EVEN ASKED THEM!
It amazes me that this answer is so obvious, yet so overlooked.
Free Red Bit: Want a list of “Why they buy” questions to ask? I’ve compiled a list of a few questions that will get the session started. Go to www.gitomer.com, register if you are a first time user, and enter WHY THEY BUY in the RedBit box.
Selling is puking.
Your customers want to buy.
Got a hot prospect list?
Hot for who?
How many are hot for you?
I’ll bet that’s a (way) smaller list.
The 12.5 Red Principles of Sales Greatness:
1. Kick your own ass
2. Prepare to win, or lose to someone.
3. Personal branding IS sales: It’s not who you know, it’s who knows you.
4. It’s all about value, it’s all about relationship, it’s not all about price.
5. It’s NOT work, it’s NETwork.
6. If you can’t get in front of the real decision maker, you suck.
7. Engage me and you can make me convince myself
8. If you can make them laugh, you can make them buy.
9. Use CREATIVITY to differentiate and dominate.
10. Reduce their risk and you’ll convert selling to buying.
11. When you say it about yourself it’s bragging. When someone else says it about you is proof.
12. Antennas up!
12.5 Resign your position as general manager of the universe.
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| View all 12 comments |
Dan Han (MSL quote), USA
<2006-12-25 00:00>
I ran across this book at the localbook store after my eye caught it's bright red cover. Now don't let the cover detract you from the actual content in the book. First off, the style in which Gitomer writes is very casual and he conveys his ideas in a very straightforward almost blunt manner, which I found refreshing.
Most of the content is similiar to ideas encompassed in other sales books: self-confidence, networking, branding, etc.
However, there are some great nuggets in the book that I had never read in other sales books. For example, he talks about how positioning yourself to provide value to a customer will develop into a long lasting relationship with a client. (Ok so that's general but I can't give away all the secrets!)
I particularily liked his networking tips, such as joining Toastmasters or getting involved with your local Chamber of Commerce as a way of exposure and developing relationships.
My only reservation about the book is that at the end of every chapter he promotes his website. While he does mention that branding is an important technique in distinguishing yourself from the competition, I felt it was a bit excessive and annoying. And I found one of his suggestions a bit dubious (mentioned in one of the other reviews: using your child to leave voice messages), but I think he was being only half serious with that one.
Overall, the book is a very easy read, entertaining, and applicable. |
Steven Kempton (MSL quote), USA
<2006-12-25 00:00>
I have been in sales for at least seven years full time as an Executive Search Recruiter in the US, Japan, and New Zealand. I am a big believer in personal development and so I have read my fair share of sales books. To be honest there are books that forget to tell you that it will be difficult and take time to grow your business and ability but Jeff Gitomer's book does neither of these things. He is brutally honest and at the same time inspirational in his goal to make you the best salesperson you can be... for life. This is not a book for people who need a quick fix to get them out of a slump or to even convince them that a sales career is for them. Jeff's main focus is on techniques and attitude to be the best. Not half way there, but the very best. He doesn't prescribe shortcuts although you can take pieces of his advice and use them the next day, ultimately he is suggesting you take the time to put your heart into your work for a lifetime. It is a concept that people who go to work for a pay check may really struggle to put into practice for an employer, but for business owners and those who want to push themselves for lifelong sales and professional achievement then I highly recommend this book to you. |
T. Walker (MSL quote), USA
<2006-12-25 00:00>
If you think you've heard it all, seen it all and been there when it comes to keeping a positive mental attitude and making 10 more sales calls a day, Gitomer's Little Red Book of Selling is for you. Gitomer made me realize that I do make dumb mistakes like spend all my marketing money selling to new prospects instead of old clients. I learned dozens of ways to change my sales efforts - thank goodness Gitomer doesn't charge a commission. |
Julie Scott (MSL quote), USA
<2006-12-25 00:00>
Thus begins the lessons of Jeffrey Gitomer's 12.5 Principles of Sales Greatness.
This book was almost irresistible to me as it sat on the shelf. It reached out to me saying "I am different than the rest! I am valuable! Read me, buy me, recommend me to your friends!"
This book is meant to be studied - used - and studied some more. I appreciate the "12.5" number of principles Gitomer uses (different, again), which he suggests the reader read once and then review and apply.
The reader could literally take this captivating book and create his or her own course of selling study from the pages within. Gitomer's enthusiastic voice rings off the pages and while I don't always appreciate his exact lessons, I find myself liking him.
If he tried to sell me something, I know I would at least take my time to look if not buy right away. That alone is worth the price of a selling book to me.
I don't always agree with what Jeffery Gitomer says, but I really enjoy his writing. Not only that, he is downright likeable. Purely, clearly 100% likeable. |
View all 12 comments |
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