Little Red Book of Selling by Jeffrey Gitomer Book Notes

We are all in sales if you like it or not you and I are always selling something even if its only us to a girl we like, now dont try these following principless in your next club night, just keep in mind that you are always selling something. Therefor Sales is a topic we all should know about, thats why I bring you here Jeffrey`s 12 principles you should always keep in mind. All of them are out of his fantastic book “Little Red Book of Selling”.

Principle #1 – Kick Your Own Butt
No one will do it for you. No one really wants to help you. Very few will inspire
you. And even fewer will care about you.

Principle #2 – Prepare to Win, or Lose to Someone Who Is
In order to be a success at sales or life, the first thing you have to master is
homework. Getting ready, preparing analyses, developing questions, creating
ideas, and every other facet of your sales life presupposes that you have done
your homework.
“The work day starts the night before.”

Principle #3 – Personal Branding is Sales; It’s Not Who You Know, It’s Who Knows
You Personal branding is …

  • Getting the business community to have confidence in you.
  • Establishing yourself as an expert is much more powerful than someone perceiving you as a salesman.
  • 9 Building your image by being a consistent positive performer
  • associating with quality people
  • delivering what you promise
Principle #4 – It’s All About Value, It’s All About
Relationship, It’s Not About Price
1. Give value to your clients, without expecting to get anything in return.
2. Market with information prospects want – not literature about you.
3. Write (good) information in journals, newspapers, etc. Writing creates a
perceived leadership position.
4. Take opportunities to speak in public.

Price vs. Value – The REAL Way to beat “price.” How much is it? Answer: Doesn’t matter if the value is there.
The sale is emotionally driven and emotionally decided. Then, and only then, is it logically justified.

  1. Stop thinking of your product as a commodity. If you tell yourself you’re selling a commodity, you are doomed to selling price.
  2. It’s all about relationship. It’s all about perceived value. Not everyone will buy value – 30 to 40% will buy price but the good news is that 60 to
    70% will buy value if you provide it to them.
  3. Make friends before you start, or don’t start. I don’t win sales on price. I win sales on friendship.
I establish rapport that includes some common ground.b. I laugh with them.I talk to them about them. I establish credibility with them and then I make my presentation.
If you make a sale, you can earn a commission. If you make a friend, you
can earn a fortune.
All things being equal, people want to do business with their

Principle #5 – It’s Not Work, It’s NETwork
Networking is a mandatory function of business for salespeople.

Principle #6 – Get to the decision maker

Principle #7 – Engage Me and You Can Make Me Convince Myself

The most important aspect of making a sale – is also a major weakness of every
salesperson: Asking questions.
The first personal (rapport) question sets the tone for the meeting, and the first
business question sets the tone for the sale.
Do you have 25 of them – the most powerful questions you can create – at your fingertips?
Here’s the challenge: Get every prospect to say, “No one has ever asked me that

Ask questions:

  1. That makes prospects evaluate new information.
  2. That qualifies needs.
  3. About company or personal goals.
  4. That separates you from your competition.
  5. That makes the prospect think before giving a response.

Principle #8 – If You Can Make Them Laugh, You Can Make Them Buy!

Making people smile or laugh puts them at ease and creates an atmosphere
more conducive for agreement.
I believe that making people smile is a major key in selling. The prospect may
not be interested in hearing about your stuff, but they’re always looking to smile
or laugh.
Don’t tell jokes, tell stories.
Humor not only helps make the sale – it also helps build the relationship.
Laughter is mutual approval, and mutual approval is at the fulcrum point of
The essence of humor is that it is relaxing and creates a more open atmosphere.
An atmosphere that will begin to breed friendship, respect and compatibility.

Principle #9 – Creativity

Principle #10 – Reduce Their Risk, And You’ll Convert Selling To Buying
Risk Aversion Bias!
Know your risks of purchase. List them and have “risk removing” answers for

Here are some of the common risks of purchase:

  1. I may be able to get the same thing cheaper someplace else.
  2. I’m comfortable with my existing lender relationship.
  3. It will be much easier financing with my existing lender.
  4. This is not what I really want. I’m risking getting something I really don’t want.
  5. Something better exists. The risk that there might be a better mousetrap.
SUCCESS STRATEGY: Identify and eliminate (or outweigh) risks. Ask your prospect:
“What’s the risk?” Then ask, “What’s the reward?” If the risk is low and the
reward is high, then the decision is obvious

Principle #11 Reputation is evrything

Principle #12 – Antennas Up! Using Your 6th Sense, the Sense of Selling.

If your dominant senses you radiate are positive, you can make sales – lots of
them. The big question is: Do you radiate the positive senses or the negative
Here are the 4 positive sales senses:

  1. The sense of confidence. The air you have about you that’s bred by preparation and previous wins. The best part about confidence is that it’s contagious. You can give it to your prospect.
  2. The sense of positive anticipation. Thinking you can close the sale is 50% of the outcome.
  3. The sense of determination. The sense of hanging in there no matter what. Determination is having the prospect tell you “no,” and you hear it
    as, “not yet.”
  4. The sense of success. That calm feeling of money in the bank. An “I can do it” attitude. The sense of positive purpose.
Use them, and counter with them the negative ones.

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