A Summary and Review of The Little Red Book of Selling by Jeffrey Gitomer for Thinking Executives – and Those Who Want to be One
This summary and review of the book, Little Red Book of Selling: 12.5 Principles of Sales Greatness, was prepared by Kevin Fitzpatrick while a Business Administration major in the College of Business at Southeastern Louisiana University.
From beginning to end this book gives you some very important tools of sales but more importantly gives you many ways to improve yourself as a salesperson individually. Gitomer explains the reasons behind why people buy and how you can get them to buy from you. As he states in the opening of the book that selling is simply puking that your customer wants to buy. This book covers a total of 12.5 principles of sales greatness that will ensure that you make sales for the rest of your career and if done correctly can put you at the top of your game. Kicking your own ass is a philosophy revolving around self preparation and self-motivation to rely on no one but yourself to gain the tools and skills necessary to make the sale. Also discussed is the importance of preparation in everything you do relating to the sales field from having all your materials and game plan from the previous day to doing the adequate research to know your potential customer inside and out. Personal branding is a way that sets you apart from all the other sales people peddling the same goods or service you are. Personal branding gives you some distinguishing qualities and values that are important for customers to be able to see and easily identify. After all if they see no value in what you are saying or selling they won’t so much as give the purchase a consideration. Sales is all about building comfortable and lasting relationships with customers and this cannot be done without first establishing a value in you as a salesmen, then your company, and finally the particular product you wish to sell.
Networking is huge in the business world and is very critical when your job is sales based. You can know a million people but if only half that actually knows you then that automatically cuts your sales potential in half. Networking assures that when a person comes across a need that can be filled by a purchase that it is your name and face they think of when it is time to buy. When making sales calls it is important to be talking to the right person who is capable of making purchasing decisions and not some run of the mill worker who has no influence on purchasing. If you engage someone and make them think and respond you can find the facts your need to turn them around and have them convince their own self that what you are selling is exactly what they need. You must be able to use creativity to get your message across in a way that doesn’t bore your audience or potential client to death or they for certain will not make a purchase. A big part of creativity is using humor to ease into situations and gain the confidence of wary customers to coax them into the possibility of making a purchase. If you can make them laugh then you can make them buy is how the saying goes and I have seen this first hand where the only excuse for making a purchase was “I liked the salesmen.” Additionally, as a salesperson its your job to indentify what you customers perceives as risks associated with the sale and reduce or eliminate those risks one by one until they are gone. Make sure that the customers you do have are happy with your work and products and ask them to write testimonials for your product as this is a major way to gain new customer bases. Lastly, you must learn to mind your business and your business alone and stay out of the affairs of friends, co-workers, bosses, and the like because these are just distractions taking money out of your wallet.
The Ten Things Managers Need to Know from The Little Red Book of Selling.
1. Kick your own ass. Having the initiative to take control of situations and not depending on other to give you what you need is an important characteristic that must be present in all successful salespeople. They keys to this is not relying on anyone else to give you anything you need to compete, be it information, training, or such things as laptops. Self-inspiration and self-determination are key drivers for success in sales. To be successful you have to be the first one up in the morning and the last to go to sleep at night. Take the time to do the up front hard work that will in turn make your job easier. Many sales slumps revolve around correctible reasons such as attitude, habits, and emotions all of which can be fixed by you and you alone. Attitude drives actions, believe and you shall succeed.
2. Prepare to win, or lose to someone who is. Preparation is the one main key factor that can set you apart as a salesperson more than any one other thing. Being prepared starts at home before the business or sales day begins and its this prep work that will allow an easy transition from selling to buying. There are many ways to become prepared or knowledgeable about a subject, company, or person before any actual contact is made. The internet is a huge source of very valuable information and can be used to look at a company’s actual site or one can use a search engine to obtain information. Additionally, valuable information can also be obtained through competitors, existing customers, current or ex employees, vendors, customers, and sales departments. The more information you can get on a particular company or customer the better, the more you know them more you are able to relay your competence and create credibility.
3. Personal Branding is sales: It’s not who you know, it’s who knows you. In sales it is a commonly know fact that prospective buyers are buying the salesman first before even considering the actual product or service. Personal Branding is a way for each salesperson to set them selves apart from the pack and is often necessary in achieving sales greatness. A few of the definite benefits of personal branding is first to create a demand for your product or service indirectly, thus allowing the business community to gain confidence in you and also your business. Personal branding also can help to establish you as an expert, help you to be seen and known as a leader and innovator, and most importantly personal branding separates you from your competition. All this can be don’t through a multitude of ways such as registering your name at a dot.com, make a commercial, get the best business card possible, become a resource for other people, persistence, and always strive to be the best in whatever you do.
4. It’s all about value, it’s all about relationship, it’s not all about price. Value is sometimes hard to define in the business world, but realistically value is something done for a customer, in favor of the customer. In most cases it is most effective to give value first, without expectation, and as often as possible. There are a few principles that are key in giving value and being valuable yourself such as marketing with concepts and information about your prospects and customers instead of yourself. Meaning, if you give them a brochure with information of how you will profit they wont even give it a glance, however if you market your product in a way that expresses how the customer would profit they will read every word. Making publications in media such as journals, newspapers, e-zines, and newsletters, and giving readers a response vehicle will help to add value. Another good piece of advice when sending out mailing or brochures is to send something only after the customer has asked for it and to send something that a person will actually keep.
5. It’s not work, it’s network. It has been said that networking is life skills and social skills combined with sales skills and is also conducted before and after work, not during your typical 9-5 workday. The main principles of networking is to get known by those who count, get more prospects, make more contacts, make more sales, build relationships, and to make career advancements. All of those are great benefits to networking but what exactly do you need to become a successful networker? There are three main ones that can get you from no one to someone in a hurry, the first being to create a 30 second commercial, the second being willingness to dedicate the time and energy needed for success, and the third is a plan of when and where. The most important rule of networking is to go where your customers and prospects go such as Chamber of Commerce events, business journal events, business organizations, cultural or civic events, becoming involved with a charity or community project, trade shows, or even happy hour.
6. If you can’t get in front of a real decision maker, you suck. There can be many reasons for a salesperson to not be able to book appointments but they are not the real issue, it’s the fact that your fundamental sales skills are lacking. Any salesmen knows that the appointment is the fulcrum point of the whole sales game and that you can make a sale without face-to-face or phone-to-phone contact. In order to achieve your sales appointment objectives you need to create some compelling reasons beyond the feeble ones you now use and stop blaming other people for your lack of sales skills. A good salesmen will not sell the product or service but instead will sell the appointment which will in turn set the salesperson up with the opportunity to make the sale later on. To get appointments a salesperson must ask engaging questions, ask prospect what they think, start higher on the decision making chain, talk profit and productivity. If a prospect has no interest, you will not get the appointment, if your provide no perceived value you will not get the appointment, if you are not engaging they will not appoint you, and if they perceive they have no need, then you will not get the appointment.
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. It is said that if you ask the wrong questions you get the wrong answers, but if you ask smart questions, they think you’re smart. A good question that will yield a quality and helpful response is known as a power question and there are a few questioning success strategies that can help your develop your own power questions. The first being to ask the prospect questions that evaluate new information, next is to ask questions that qualify needs. Also, asking questions about improved productivity, profits, or savings, company or personal goals, and ask questions that separate you from the competition. Lastly, a salesperson wants to ask questions that make a customer think before they give a response and most importantly asking power questions to create a buying atmosphere.
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 conductive for both selling and buying. More importantly than helping to make a sale making people laugh helps to build a relationship. Laughter is said to be mutual approval, and mutual approval is what sales is all about. Although humor is a great tool, it can also be bad if topics are not chosen wisely. Some safe topics include children, traffic, repeating a television or sitcom line, self-stuff, self-abilities, or self-improvement. Developing humor takes time and effort and like many other skills it can be learned. Most importantly, you can debate how much humor to use, you can debate when humor is most effectively inserted, and you can even debate the type of humor that should be used but you cannot deny the power if laughter as a universal bond from human to human, and from human to sales order form.
9. Use creativity to differentiate and dominate. Creativity is a quality that not very many people have but is very important in sales and the best part is that it can be learned. Many people believe you can either be creative or not, have the ability to be creative or don’t but the fact is it is not that simple. Yes, many people are born with creativity somehow laced into their genes, while others have to work to obtain higher levels of creativity. There are quite a few ideas of what drives the creative process in most people and those are brains, attitude, habit of observing and collecting ideas, and your self belief. Additionally, having a support system and being in a creative environment can help as well as having creative mentors and associations, and studying creativity. This can be applied to all aspects of your job and in some areas it will make the difference between making the sale and not making the sale. A great area to focus your creativity is your voicemail. Many people have boring voicemails and the fact is that your voicemail is a key to getting new customers and creating word of mouth advertising.
10. Reduce their risk, and you’ll convert selling to buying. Often times when a person is facing a purchase decision there are some mental or physical barriers that can cause them to hesitate in making a purchase. Unfortunately, risk happens to be much harder to identify then it is to correct. A powerful closing tool is known as risk removal and one of the best strategies for it is weighing the risks vs. the rewards. To do so a potential customer must list all his hesitations of risks and then one by one you as a salesmen eliminate these risks one by one with lead phrases like “suppose we could”, or “did you know that.” Additionally, he explains how the more chances and risks you take as a salesperson the more your sales will exceed your expectations and that is the winning formula.
Full Summary of Little Red Book of Selling:
Kick Your Own Ass
There are often times in a salesperson career where they have a rough day, week, month, or even quarter and feel like they are hitting rock bottom consequently a common reaction to this is to find someone else to blame. The sad and painful truth is no one has anything to do with your failure to close deals but you and the way you approach sales and potential customers. The second hurtful truth in most places of employment is that nobody really cares about you and if you succeed or fail. Solution, do it all for yourself. Don’t rely on anyone to give you the training, tools, or know how to get a job done, take the initiative and go out there and get it for yourself. Kicking your own ass involves being self sufficient and being able to recognize weaknesses in your sales game and motivating yourself to make the adjustments. When things are going bad the key is not to panic, not to press to hard, don’t get down on yourself, don’t get mad, and most importantly never ever quit. When you reach a lull in sales go back to the books and study the basics, change your presentation to try a different approach, and find a mentor who does what you do and does it well. Take the time to have some fun or a day off every once in a while to re-evaluate, and surround yourself with positive people and stay positive!
Prepare To Win, or Lose to Someone Who Is
The key to success in anything in life is preparation and if you don’t take the necessary time to prepare you are going to regret it and lose to someone who was prepared. If you are going into a place of business with the intention to make a sale you need to know all about the person who makes the purchase decisions, the company, past sales histories, and competition. When making a call on an unfamiliar business there are a multitude of various resources in which you can gain information on a potential customer or business. The most widely used is the internet which can be used not only to look up the actual website for the company but also to be able to google the company and see what results arise from a search engine. Another great source of information would be any source of literature the company may publish on its workings or industry. A few other great sources of information are their vendors, competition, customers, employees, and their sales department can also be a valuable resource. The night before a sales meeting or sales call have everything ready from what you are going to eat to what you are going to wear and practice what you are going to preach the next day. Always remember “the workday starts the night before.”
Personal Branding Is Sales: It’s Not Who You Know, It’s Who Knows You
Personal branding is not an exact science and it’s not complicated either but it is a simple way to put yourself steps ahead of your competition. Personal branding is being able to create a demand for your product or service in ways other than just direct advertisement. This is being able to be the single person that pops into the head of a buyer when a purchase in your particular area is intended. Additionally, being respected by the local business communities you are operating within will also help build confidence and trust in you as a salesperson. Take the time to learn your trade and products enough to be able to call yourself and expert and your customers will see this an have confidence in you. The big one is to separate yourself from the field of competition by being a leader, innovator, and a gain clout of the professional community. Other aspects of personal branding include possibly registering your name at a dot.com to make it easy for those to contact you when in need. Another big way to get your personal brand out there is to make a short commercial for airing in territories you call on to stay in front of the people you want to do business with. Lastly, invest in the best business card you can buy and don’t skimp, the rule of thumb is if you hand someone your business card and their immediate response isn’t “nice card”, then get it redone.
It’s All About Value, It’s All About Relationship, It’s Not All About Price
Value is something that is often hard to define and be understood correctly. A value in the perfect sense for sales is something done for the customer, in favor of the customer. Jeffery Gitomer explains the importance in giving value first, without expectation, give it often and make sure you give it to your best prospects. Market your brochures and handouts to be something that is valuable to your prospect and not simply just something to glance at and throw away. If you do say something that is geared towards their profit or benefit chances are they will not give your information a second look. Another way to gain value in yourself through your customers’ eyes is to get yourself published in some form of journal, newspaper, e-zine, or newsletter to assert your knowledge. Make efforts to get onto radio broadcasts, podcasts, local TV shows and any other sort of broadcast media available. A big mistake many salespeople make is sending out their information blindly only to have it thrown away. Instead, send your materials after they request it and make sure it is something of value they want to keep. The biggest thing you can do to add value is to get out there and start speaking in public doing live sales presentations and practice selling yourself.
It’s Not Work, It’s Network
In the sales world the different between being a small fry and a big fish is networking and this is an extremely important function for the salesperson. Many people do not take the time to network as often as they should because they think it takes too much time, is too difficult, or they may want to but do not know how or where. Networking is a combination of social skills combined with sales skills and is not conducted during your normal working hours but before or after. Networking can help you been seen in the eyes of those you need to be seen by, get more potential customers, make more contacts and sales, and helps to build strong and lasting relationships. The main thing for networking to be successful is that you have to first show up, but more importantly show up prepared to meet and mingle. Networking can be done at a variety of different places such as Chamber of Commerce events, a business journal event, networking clubs, classes, cultural events, trade shows, health clubs, sports events, or even at your favorite watering hole’s happy hour. All in all you just want to get out there and talk with people to get your name out there and some recognition in the business community and remember spend 75% of your time talking to people you do not know.
If You Can’t Get In Front of the Real Decision Maker, You Suck
There can be many reasons for a salesperson to not be able to book appointments but they are not the real issue, it’s the fact that your fundamental sales skills are lacking. Any sales person knows that the appointment is the fulcrum point of the whole sales game and that you can make a sale without face-to-face or phone-to-phone contact. In order to achieve your sales appointment objectives you need to create some compelling reasons beyond the feeble ones you now use and stop blaming other people for your lack of sales skills. A superior salesmen will not sell the product or service but instead will sell the appointment which will in turn set the salesperson up with the opportunity to make the sale later on. To get appointments a salesperson must ask engaging questions, ask prospect what they think, start higher on the decision making chain, talk profit and productivity. If a prospect has no interest, you will not get the appointment, if your provide no perceived value you will not get the appointment, if you are not engaging they will not appoint you, and if they perceive they have no need, then you will not get the appointment.
Engage Me and You Can Make Me Convince Myself
Often time many people will assume that the most important part of making a sale is the price however that is a misconception. The one most important aspect of making any sale is asking questions and asking the right questions which can be an area people are lagging in. Think about it, how many times have you heard there is no such thing as a dumb question? Well that’s false. Stupid questions make a person look stupid, but if someone asks a question that makes you stop and think, “I have never been asked that before” then you perceive that persons level of intelligence as higher. To be certain you are asking the right “power” questions there are a few questioning success strategies that can ensure you’re on the right track with your questioning power. Anytime you ask a prospect a question you want it to be a question that forces him to evaluate new information and get his/her thought processes in motion. Another great area for questioning would be about improving productivity, profits, or savings and also asking questions that qualify needs. Ask your potential customer about the companies or his/her own personal goals which can help to create a buying atmosphere. Lastly, you want to ask questions that separate you from your competition but does not make comparisons between the two. The wording of these questions is also important because certain words are just pointless space filler that have negative connotations to some people. Some of these words include today, frankly, honestly, and the dreadful if I were you slogan. Always remember that asking good questions gets to the root of the problem or non-sale very quickly to reveal the issues without the buyer feeling like they are being pushed and pressured.
If You Can Make Them Laugh, You Can Make Them Buy!
It’s no secret that one of the most powerful tools on the planet regardless of the use is laughter. Often times in uncomfortable situations making people smile or laugh puts them and you ease and creates a calmer and more business ready environment. In fact there is no other way to ease tension or frustration than to sprinkle in some humor to break the ice. One of the best ways to use humor is to find the humorous points in yourself such as the fact that you may be balding, getting a little pudgy or any other little thing you can do to poke fun of yourself to make others smile. There are some that a considered to be a safe bet when trying to appeal to a customers humor such as children, traffic, sit-com or movie lines, and things about yourself such as abilities, weaknesses, or areas for improvement. Gitomer notes however the importance of telling stories and not jokes as joke can be dangerous and backfire very easily. Finding humor in your everyday activities or observations is a great way to introduce some humor into your sales mix because it’s something most people will be able to relate to. If you find that you are just not a funny person, don’t worry it happens. The great news is humor can be learned but it is not easy and it takes time and practice to develop. Some keys methods for humor development include reading on the subject, comedy clubs, comedy TV shows, and most importantly taking the time to look for humor in your everyday life and experiences. From time to time when making a sales call you will be able to know those who an attempt at humor would be lost on so eliminate it before it makes you look foolish.
Use Creativity to Differentiate and Dominate
Creativity is a quality that not very many people have but is very important in sales and the best part is that it can be learned. Many people believe you can either be creative or not, have the ability to be creative or don’t but the fact is it is not that simple. Yes, many people are born with creativity somehow laced into their genes, while others have to work to obtain higher levels of creativity. There are quite a few ideas of what drives the creative process in most people and those are brains, attitude, habit of observing and collecting ideas, and your self belief. Additionally, having a support system and being in a creative environment can help as well as having creative mentors and associations, and studying creativity. This can be applied to all aspects of your job and in some areas it will make the difference between making the sale and not making the sale. A great area to focus your creativity is your voicemail. Many people have boring voicemails and the fact is that your voicemail is a key to getting new customers and creating word of mouth advertising.
Reduce Their Risk, and You’ll Convert Selling to Buying
Often times when a person is facing a purchase decision there are some mental or physical barriers that can cause them to hesitate in making a purchase. Unfortunately, risk happens to be much harder to identify then it is to correct. A powerful closing tool is known as risk removal and one of the best strategies for it is weighing the risks vs. the rewards. To do so a potential customer must list all his hesitations of risks and then one by one you as a salesmen eliminate these risks one by one with lead phrases like “suppose we could”, or “did you know that.” Additionally, he explains how the more chances and risks you take as a salesperson the more your sales will exceed your expectations and that is the winning formula.
When You Say It About Yourself, It’s Bragging. When Someone Else Says It About You, It’s Proof
One of the single most powerful tools you have as a salesperson is your previous customers’ testimonials. Sadly, this is also one of the most wasted resources when salespeople set their marketing message and delivery. A saying that the author quotes from John Patterson is that “advertising brings awareness, but testimonial advertising brings customers.” The most effective testimonials have a specific message that is phrased in such a way as to take away or neutralize a fear. Testimonials need to show a value benefit or specific enhancement the service or product has provided to the customer. Testimonials can also make a call to action or show action and should overcome an objection. Testimonial are not easy to come by, each salesperson has to put in a lot of work and time and often has to request testimonials from his customers as they are rarely given voluntarily. The fact is that asking a customer to tell you the reasons behind purchasing from you will get you hundreds more sales of the same type. Bottom line pay attention to your customers because they are the greatest insight into the minds of potential customers and will produce big pay offs.
Antennas up is about using your 6th sense known as the sales sense to tune into your mind and positively control to forces that lead to positive sales results. There are six positive sales sense and the first is the sense of confidence. Confidence arises from being prepared and knowing you have done all your homework to set you up for a positive selling experience. Self-confidence will get you places you didn’t think were possible and it is contagious to those around you who can sense you are in control of your own destiny. Secondly, you must learn to think positively when going into a sales situation and with the mindset that I own this thing and will walk out with a check in my pocket. Determination is the third sense related to antennas up and represents hanging in the game no matter what. Determination is being able to give it your all, and if you receive no for an answer, and changing that no in your mind as a “not yet.” The last three can be tied together as they are very similar and those are the senses of achievement, winning, and success. When you achieve you win, and when you win, you succeed.
Resign You Position as General Master of the Universe
A big part of resigning yourself as master of the universe is learning to avoid and stay out of other peoples drama, lives, problems, and situations. Gitomer says anytime you stick your nose in a friend, bosses, or co-workers business you risk 3.5 things. The first thing being risked is joining their pity party which could drag out their situation and drag you down with them. Secondly, you risk giving a person bad advice that you are going to have to see and be around again who may not appreciate being steered in the wrong direction despite the sincerity of your attempts. Third, you risk wasting your own time that could be spent learning, making sales calls, sales, and earning yourself some money. Lastly, and probably worst and most embarrassing of all you risk getting yourself punched in the nose by butting into other peoples affairs. All of these things will suck valuable and un-replaceable time from your sales day costing you experience and money so mind your own business and save your own ass first.
The Video Lounge
This is a short little film created by the author Jeffrey Gitomer explaining more in detail his concept of asking powerful questions. One of the key aspects of making the sale is asking the right questions to get the answers you need to learn how to make a sale, or why a sale is being resisted to enable you to correct the insecurities.
Why I think:
Jeffrey Gitomer is considered a selling guru is for one reason only, he knows how to sell and this book and its techniques are timeless. In today’s economy especially these techniques apply more than ever since people are generally less open to buying and increasing competition. If these practices are put into action and with a salespersons full effort behind it there is no way this book can’t improve some aspects of your selling game. This author attempts to make you analyze every aspect of selling even ones most people didn’t know existed and attempts to teach you how to go about achieving these must have qualities and practices.
- If I were the author of the book, I would have done these three things differently:
1. First, I believe an improvement can be made in the amount of real world type applications available for each of his 12.5 points of selling. For the most part the ideas the writer is trying to convey are clear however there are a few instances where some elaboration in the form of examples would be beneficial.
2. Secondly, I felt there was a lot of repetition and redundancy in some of the points that may have been more effective had they been consolidated into a singular point. When reading this it tends to get boring if things seem to much along the same lines like the author maybe stretching out his information for a lengthier book.
3. Lastly, a few of the sections have some exercises and suggestions for practicing some of the strategies in the book. These were very helpful in establishing were you as a salesperson rank in particular areas, where improvement is needed, and steps to make the improvements. The addition of a few more of these would help the readers be able to learn how to apply the techniques to their particular jobs and sales situations.
- Reading this book made me think differently about the topic in these ways:
1. One key way that this book made me think differently about sales in general is how tough a gig it really can be and how much you really need to be on top of your game to succeed. The main proponent is preparation and those who are most prepared will always aim higher and achieve greater things. There is so much more to selling than just knowing your products and spouting off key selling points to potential customers.
2. Additionally, I learned the importance of humor in first making that person to person connection that in turn leads to trust which then ultimately leads to sales. A customer is not ever going to buy anything from you if you cannot them on yourself first before attempting to reach into his wallet. Sales is a personal game, you have to be prepared to win over a non-receptive audience by making them like you and almost everyone likes someone who can make them laugh.
3. Lastly, the subject of personal branding has become increasingly popular in today’s business world and getting your name out there even more important. Personal branding is being able to get a potential customer to think of you and your products when it is time to make a purchase. To do so you must get your name out there in as many ways as possible such as making commercials, registering your name at a dot.com, and getting the best business card money can buy.
- I’ll apply what I’ve learned in this book in my career by:
1. Getting involved in business organizations, chamber of commerce’s, toastmasters, and any other type of event where networking can be achieved. The more I get out there, the more people will know me and what I do and when the time arises for a purchase it will be me who they think of. As the saying goes “it’s not who you know, it’s who knows you.”
2. Learn to be more of a self-motivated and self-ass kicking kind of person that depends less on others to get my job done. Instead of waiting for someone else to help me which chances are they don’t want to do anyway I will strive to find innovative ways to get things done with no assistance. I am a fast-paced person and have spent a lot of time waiting on workers who do things at slower paces so being a self-achiever eliminates wait times and increases time to be out making sales.
3. Another aspect I have learned that was previously on thought on is the fact that if you ask the wrong questions you get the wrong answers. The importance of power questions comes into play where formulation of questions leads to the exact information you were aiming at. The challenge is getting every potential customer to think you are smart because you are asking smart questions that get them thinking “no one ever asked me that before.”
- Here is a sampling of what others have said about the book and its author:
A reviewer from About.com reviewed this book and said that although the book was a very easy read it is not a book you can finish in one reading. This is so because nearly every page of the book gets readers to stop and think about the concept in detail and in the own personal way. Additionally, they claim this is a very solid key sales tool that will come in handy as a reference in any salespersons personal bookshelf.
David Dorsey of the Wall Street journal proclaimed that the author is obviously enthusiastic, if not manic, about sales, and through some of his techniques are hokey, much of his prose is straightforward and realistic. This is not a book big on the “structure of how to sell” its big on “YOU.”
Lastly, Leisa Watkins on Wealth, Wisdom, and Success.com claims that if you want a step by step how to sales book this book is not for you as some would consider this more of a self-improvement book rather than a sales book. She also boasts that the layout of the book is makes it quick and easy to read and reference with it being printed in color with key points in bold and plenty of graphics.
Jeffrey Gitomer, (2006). The Little Red Book of Selling: 12.5 Principles of Sales Greatness. Austin: Bard Press
Leisa Watkins, Feb 27, 2010. Retrieved from: http://wealthwisdomandsuccess.com/success-books/little-red-book-of-selling-book-review/2010
Emjae Johnson, Retrieved from: http://sales.about.com/od/salesbasics/gr/littleredbook.htm
Contact Info: To contact the author of this article, “A Summary and Review of The Little Red Book of Selling by Jeffery Gitomer for Thinking Executives – and Those Who Want to be One,” please email W0245678@selu.edu and SELAFitz11@gmail.com.