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The Little Red Book of Selling: 12.5 Principles of Sales Greatness, by Jeffrey Gitomer
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A Wall Street Journal bestseller, The Little Red Book of Selling now comes to audio. Included are Gitomer's 12.5 Principles of Sales Greatness and answers from a lifetime of selling that will teach listeners how to make sales forever. Unabridged. 4 CDs.
- Sales Rank: #273799 in Books
- Published on: 2008-09-09
- Released on: 2008-09-09
- Formats: Audiobook, CD, Unabridged
- Original language: English
- Number of items: 4
- Dimensions: 7.25" h x 1.10" w x 5.25" l, .33 pounds
- Running time: 16200 seconds
- Binding: Audio CD
- 4 pages
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.
Review
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)
From the Publisher
How to Make Them Want to Buy
By DAVID DORSEY
Wall Street Journal; May 3, 2006; Page D10
If you're in sales and you quote from "the little red book," you probably won't be mistaken for a communist these days. Jeffrey Gitomer's "The Little Red Book of Selling" is itself selling: more than a half-million copies world-wide since it was published.
It's not hard to see why. This isn't just a red book; it's a Red Bull of high-energy sales tips and counsel. The author's personality comes through with blunt wit he's part personal trainer, part standup comic. (If his advice doesn't work, Mr. Gitomer says, "don't be blaming me. Not only do these principles work, they work in the Northeast, where people eat their young.") The pages have plenty of white space, color-coded tips and Dilbertesque cartoons offering instruction on how to tackle complaints that would keep you from making sales FOREVER! (This sort of type treatment looms large in more ways than one.) You could read the entire book on a coast-to-coast flight, with time to spare, but it's probably better approached like a box of chocolates: Consume a few bullet points a day, because more than that is going to feel excessive.
As you read "The Little Red Book of Selling," one thing becomes clear: Ecclesiastes was right there is nothing new under the sun. Work hard! Be prepared! Ask good questions! Make friends! Does anyone need to be told these things? Well, it can't hurt. Mr. Gitomer's admonitions to get out and network, meet decision makers, use creativity and (his central principle) don't sell, make people want to buy!!! are advice that, if you're in sales, you've heard a thousand times.
Yet when Mr. Gitomer gets into details, his thinking is fresh and amusing. He offers five pages on crafting a good voicemail greeting. My favorite, though its facetiousness could wear thin after a few hearings: "Hi, this is Jeffrey Gitomer. I wish I could talk to you but I can't. Please leave your American Express number with expiration date, and I'll get right back to you." He claims three people a day dutifully recite the information into the phone and then hang up.
Now Mr. Gitomer has followed up "Selling" with "The Little Red Book of Sales Answers." Subtitle: "99.5 Real World Answers That Make Sense, Make Sales, and Make Money." The sequel is just as red (outside) and white (inside) as its predecessor. And it, too, is a best seller, having spent the past two weeks on the Journal's business-books list. There's less bite-sized philosophizing, though, and more practical tips. Mr. Gitomer goes straight to tactics: How do you control a phone conversation? Ask questions. In doing so, you set the direction and begin to learn what you need to know in order to offer something of value. "If you ask enough of the right questions, you don't have to make many statements," he writes. Easier said than done, but you can put the book down, pick up the phone and see if it works.
On some matters, Mr. Gitomer is nearly useless. His suggestions for how to get over a fear of failure and a sense of inadequacy following an incident of rejection all boil down to: Think positive! But then, a few paragraphs later, he produces a wise response, gleaned from years of experience, to the question "Should I sign a non-compete?" If you're a new hire, there may be no other option, he says, but have a lawyer look at the agreement to make sure it's fair. If you're an established employee and your employer suddenly springs a non-compete agreement on you, he writes, "then something is drastically wrong."
Mr. Gitomer is at his most engaging when drawing on electronic newsletter, or e-zine, and produce material that is useful to prospective customers. (Minor problem: You have to come up with the mailing list yourself. Mr. Gitomer offers no tips here. At this point, if he were your boss, he'd be your worst nightmare: "Here's a great idea, kid! But first go out and find 5,000 people who are dying to hear what you have to say!") Now notify the person whom you would otherwise be cold-calling that you want to do an interview for your e-zine and that you will be bringing a photographer. Conduct the interview (without bringing up your product or service), publish the prospect's comments and photo, and send the e-zine to him. Not only will you get that face-to-face appointment, you've probably already made your sale.
This is where Mr. Gitomer is best: taking a problem and setting it within a startling and often uncomfortably assertive context. How do you get better leads than your competition? Network, of course. But don't just show up at an event, down a few drinks and collect a few business cards. Wrangle an invitation to be the featured speaker. Offer so much value in your talk that prospective customers will be cold-calling you.
What's especially solid about Mr. Gitomer's books is their grounding in ethics (his e-zine suggestion isn't devious; it's just smart). Success, for him, comes from the heart. He concludes his new book with the idea that you must love what you do and do it honestly. If you don't love it, you'll just be in it for the money, and that leads to short-cuts and pressure selling not to long-term friendships based on an actual exchange of value. He reminds us that top sales reps don't peddle; they solve problems and make customers laugh while offering them something they genuinely need. The highest-achieving sales folks work harder than everyone else because their job is their passion. In the end, it's hard to argue with a consultant whose guiding principle is: "If you want to be the best salesperson, first you must be the best person."
Mr. Dorsey is the author of "The Force" (1994), about a year in the lives of a top Xerox sales manager and his team.
Most helpful customer reviews
5 of 5 people found the following review helpful.
Required reading for every professional salesperson
By Mike
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.
2 of 2 people found the following review helpful.
Highly recommended for an individual or team in the sales profession
By amber medlam
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.
2 of 2 people found the following review helpful.
One of the Best Books I've ever Read
By joseph
I just bought this book for my special lady because she is breaking into her new photography business and I thought it would be the perfect tool for getting started in getting clients.
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.
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