{"id":43797,"date":"2021-07-22T11:34:00","date_gmt":"2021-07-22T15:34:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=43797"},"modified":"2021-08-03T09:15:44","modified_gmt":"2021-08-03T13:15:44","slug":"jeffrey-gitomer-little-red-book-of-selling","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/jeffrey-gitomer-little-red-book-of-selling\/","title":{"rendered":"Overview of Jeffrey Gitomer&#8217;s Little Red Book of Selling"},"content":{"rendered":"\n<p>What is <em>Little Red Book of Selling <\/em>about? What is the secret to <a href=\"https:\/\/www.shortform.com\/blog\/sales-success\/\">sales success<\/a>, according to its author Jeffery Gitomer? <\/p>\n\n\n\n<p>In the <em>Little Red Book of Selling<\/em>, sales trainer Jeffrey Gitomer presents 13 principles of selling and numerous practical tips and techniques. The principles in the book will help you build on customers\u2019 buying reasons to create an atmosphere conducive to buying\u2014for example, by building a <a href=\"https:\/\/www.shortform.com\/blog\/strong-relationship\/\">strong relationship<\/a> and addressing customers\u2019 needs for profit and productivity.<\/p>\n\n\n\n<p>Below is a brief overview of Jeffrey Gitomer&#8217;s <em>Little Red Book of Selling<\/em>: <em>12.5 Principles of Sales Greatness<\/em>.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\"><em>Little Red Book of Selling<\/em>: <em>12.5 Principles of Sales Greatness<\/em><\/h2>\n\n\n\n<p>It\u2019s a fact of human nature that <em>everyone<\/em> likes to buy, but no one likes being sold. Rather than selling (pushing the customer to buy what you have), your job as a salesperson is capitalizing on the desire to buy\u2014that is, making the customer <em>want<\/em> to buy your product.&nbsp;<\/p>\n\n\n\n<p>The top reasons people buy are:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>They like the salesperson. They trust, believe in, have confidence in, and feel comfortable with them.<\/li><li>They view the salesperson and company as different from competitors.<\/li><li>They see value in the product or service they\u2019re buying; they believe it will increase their productivity and profit.<\/li><li>The product or service fits their needs.<\/li><li>They view the price as fair in exchange for the value, although it may not be the lowest available.<\/li><\/ul>\n\n\n\n<p>In his 2004 book <em>Little Red Book of Selling<\/em>, Jeffrey Gitomer presents 13 principles of successful selling. The principles fall into three categories: practicing <a href=\"https:\/\/www.shortform.com\/blog\/habits-of-success\/\">success habits<\/a>, preparing for success, and selling effectively. <\/p>\n\n\n\n<p>Below is a brief overview of Gitomer&#8217;s selling principles.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Principles 1-3: Practice Success Habits<\/strong><\/h3>\n\n\n\n<p>The first three principles of selling involve adopting a mindset and habits that set you up for success.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Principle #1: Motivate Yourself<\/strong><\/h4>\n\n\n\n<p>You can\u2019t sell if you don\u2019t constantly push yourself\u2014no one will do this for you because no one else is as invested as you are in whether you succeed. Here are some signs you lack motivation and need to <a href=\"https:\/\/www.shortform.com\/blog\/how-to-push-yourself\/\">push yourself<\/a>:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>You\u2019re in a <a href=\"https:\/\/www.shortform.com\/blog\/sales-slump\/\">sales slump<\/a> and feel that you can\u2019t do anything to get out of it\u2014so you don\u2019t act.&nbsp;<\/li><li>People aren\u2019t calling you back; blaming them for your lack of sales is an excuse to do nothing.&nbsp;<\/li><li>You complain that your company isn\u2019t providing you with training, so you can\u2019t improve.&nbsp;<\/li><\/ul>\n\n\n\n<p>In each case, you <a href=\"https:\/\/www.shortform.com\/blog\/feeling-helpless-in-life\/\">feel helpless<\/a> and unmotivated to change your circumstances.&nbsp;<\/p>\n\n\n\n<p>These are all common complaints and behaviors among salespeople\u2014but <strong><em>you<\/em><\/strong><strong> (not your circumstances) are the key to your success:&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Instead of complaining that prospects won\u2019t return your calls, learn to leave effective voicemail messages that prompt return calls.&nbsp;<\/li><li>Instead of using the excuse that you\u2019re in a \u201csales slump,\u201d work harder and smarter, make a new plan, get a mentor\u2019s or colleague\u2019s assessment of your approach, listen to positive tapes and use <a href=\"https:\/\/www.shortform.com\/blog\/importance-of-positive-self-talk\/\">positive self-talk<\/a>, and focus on sales fundamentals.<\/li><li>Instead of bemoaning a lack of company training, train yourself: Spend your spare time reading books on selling, presentation skills, positivity, and creativity.&nbsp;<\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Principle #2: Mind Your Own Business<\/strong><\/h4>\n\n\n\n<p>The second selling principle, minding your own business, is essential to successfully implementing the other selling principles.<\/p>\n\n\n\n<p>It\u2019s easy to get caught up in others\u2019 drama at work, whether it involves bosses, colleagues, customers, or vendors. But besides wasting your finite time, by getting involved, you risk:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Perpetuating a pity party or negative attitudes<\/li><li>Giving bad advice<\/li><li>Making others angry at you by taking sides or saying the wrong thing<\/li><\/ul>\n\n\n\n<p>Worse, when you engage in drama, you rob time from creating your own success. Convert the time you spend on others\u2019 problems to focusing on self-development and your career.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Principle #3: Be Alert to Opportunities<\/strong><\/h4>\n\n\n\n<p>Avoiding other people\u2019s dramas and focusing on self-development doesn\u2019t mean being oblivious to <em>everything<\/em> going on around you. The third selling principle\u2014being alert to sales opportunities\u2014requires <a href=\"https:\/\/www.shortform.com\/blog\/how-to-pay-attention\/\">paying attention<\/a> to your surroundings and to potential customers and networking contacts around you.&nbsp;<\/p>\n\n\n\n<p>People often focus inwardly\u2014for example, on how they look, what others are thinking about them, something they\u2019re worried about, or something they need to do later. But when you\u2019re focused inwardly, the world and its opportunities are out of focus to you.<\/p>\n\n\n\n<p><strong>Instead of focusing inwardly, imagine yourself wearing antennas that constantly scan your surroundings for opportunities.<\/strong> In every situation, activate your antennas\u2014useful new contacts or sales leads can pop up while you\u2019re waiting in line at airports, restaurants, lobbies, and elevators, or while you&#8217;re attending a child\u2019s school event.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Principles 4-7: Prepare for Success<\/strong><\/h3>\n\n\n\n<p>The next four selling principles involve preparing for sales success by branding and networking and by learning to use humor and creativity in the sales process.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Principle #4: Develop Your Brand<\/strong><\/h4>\n\n\n\n<p><strong>Branding is increasing people\u2019s awareness of you and your strengths. It encompasses putting your name on everything you do,<\/strong> with the goals of establishing yourself as an expert and leader and creating demand indirectly for your product or service.&nbsp;<\/p>\n\n\n\n<p><strong>In selling, who knows you is as important as who you know.<\/strong> When you have a strong brand, customers are loyal to you, prospects call <em>you<\/em>, you get appointments with higher-ups more easily, and you get more \u201cyeses\u201d to meetings and sales than your competitors do. You <em>attract<\/em> sales success.<\/p>\n\n\n\n<p>The author built his brand as a sales expert and resource in part through networking activities such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Offering himself as a frequent speaker to business, trade, and civic groups<\/li><li>Joining community boards and organizations in leadership positions<\/li><li>Building his network by identifying those who could help him, then offering them something of value (for example, tips, expert advice, or introductions to useful contacts) <em>before<\/em> seeking their support. The next section goes into networking in more detail.&nbsp;<\/li><\/ul>\n\n\n\n<p>Besides networking, the author\u2019s branding efforts included:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Registering his name, gitomer.com, online.<\/li><li>Writing a regular newspaper column of sales advice, which expanded to 90 markets<\/li><li>Creating a brief verbal pitch about what he does and how he can help<\/li><li>Dedicating time to brand-building<\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Principle #5: Network<\/strong><\/h4>\n\n\n\n<p>As previously noted, the fifth principle of selling\u2014networking\u2014works hand in hand with branding. Both are about becoming known. Networking (building relationships and making new connections) is an essential business function for salespeople and entrepreneurs that takes place outside of regular business hours. With networking, you can strengthen your relationships with your customers, and they can introduce you to prospects like themselves, who are likely to be interested in what you offer.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Where to Network<\/h5>\n\n\n\n<p><strong>The first rule of networking is to go to events and places where your customers and prospects are likely to be.<\/strong> Tried-and-true networking venues include:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Chamber of Commerce events<\/li><li>Civic organizations, such as Rotary and Kiwanis (become a leader, not just a member, to increase your exposure to more people)<\/li><li>Cultural events like concerts and theater performances<\/li><li>Charity events<\/li><li>Trade shows and conferences (be a presenter\u2014again, to increase your exposure)<\/li><\/ul>\n\n\n\n<h5 class=\"wp-block-heading\">How to Network<\/h5>\n\n\n\n<p><strong>Be ready to network when you arrive at the event.<\/strong> Preparation is 90% of success, so be willing to put in the time to first do your homework.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Figure out who\u2019s likely to be at the event you\u2019re targeting and what you can offer them.&nbsp;<\/li><li>Have a 30-second pitch about what you offer that\u2019s tailored to your audience.<\/li><li>When you\u2019re talking to someone, pay attention to them. Looking around while you&#8217;re talking to them is rude.<\/li><li>When you\u2019re free, tune in to your surroundings and further opportunities (apply principle #3, being alert).&nbsp;<\/li><li>Spend two-thirds of your time talking with people you don\u2019t know.<\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Principle #6: Learn to Use Humor<\/strong><\/h4>\n\n\n\n<p>Making people laugh relaxes them and creates an atmosphere conducive to buying.<strong> <a href=\"https:\/\/www.shortform.com\/blog\/advantages-of-laughing\/\">Laughing<\/a> together is a form of agreement or approval, and agreement is a step toward selling.<\/strong> Besides helping you make the sale, humor builds customer relationships by facilitating friendship and respect.<\/p>\n\n\n\n<p><strong>To improve your humor, study humor, especially if you aren\u2019t naturally funny.<\/strong> Here are some ways to learn to be funnier:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Pay attention to what happens to you so you can reference funny events in jokes.<\/li><li>Watch comedians on TV. Study their delivery and the audience\u2019s reaction.<\/li><li>Read joke books.<\/li><li>Listen to children, who are naturally funny.<\/li><li>Practice jokes with family and friends.<\/li><\/ul>\n\n\n\n<p>Safe topics to joke about include things kids say and do, traffic, and lines from television shows. In general, pick something that\u2019s:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Funny to you, so your joke is natural rather than forced.<\/li><li>Personal: Poke fun at one of your personal qualities or features, but never make fun of others.<\/li><li>Clean: Never make crude, ethnic, or gender jokes.<\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Principle #7: Practice Creativity<\/strong><\/h4>\n\n\n\n<p>Along with humor, <strong>creativity will make you and your sales pitch stand out and be remembered.<\/strong> Here are four ways in which creativity can get a client\u2019s attention:<\/p>\n\n\n\n<p>1) <strong>At the start of a sales call, ask a smart, unexpected question<\/strong> instead of blathering on about your company and product. For example, ask: \u201cHow much does a lost hour of productivity cost your company?\u201d or \u201cHow would you know whether you were overpaying for printing?\u201d<\/p>\n\n\n\n<p>2)<strong> Identify your customer contact points and change them so they\u2019re distinctive<\/strong>\u2014including the voicemails you leave, your cover letter, your phone greeting or voicemail message, your business cards, and so on. Fixing your voicemail message is the most important task because it can help you get new customers and act as <a href=\"https:\/\/www.shortform.com\/blog\/word-of-mouth-marketing-strategy-3\/\">word-of-mouth advertising<\/a> (if you have a unique message, people tell others about it). Here are some ways to create a memorable message:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Use a thought-provoking quote (change it daily)<\/li><li>Record a message from one of your kids (\u201cHi, I\u2019m Josh. Dad is out earning my college tuition\u2026\u201d)<\/li><li>Make a joke. (\u201cYou\u2019ve reached Tom at Premier Pest Control. Please tell us what\u2019s bugging you&#8230;\u201d)<\/li><li>Record a testimonial from a customer. (\u201cI\u2019m Dave. I\u2019ve been pain-free for five years, thanks to Wilson Chiropractic\u2014I hope you\u2019ll let them help you too.\u201d)<\/li><\/ul>\n\n\n\n<p>3) <strong>Use creative follow-up methods to stay in front of the customer after a meeting<\/strong>\u2014for instance, email a weekly tip, share useful information and testimonials, or send a newsletter.<\/p>\n\n\n\n<p>4)<strong> Respond creatively to buyer objections<\/strong>. For example, when a prospect tells you she\u2019s satisfied with her current supplier or product, you might respond: \u201cProspective clients often claim they\u2019re satisfied with what they have\u2014however, <em>our<\/em> customers tell us they\u2019re <em>thrilled<\/em> with our product. Wouldn\u2019t you rather be thrilled than just satisfied?\u201d<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">How to Cultivate Creativity<\/h5>\n\n\n\n<p>You can develop creativity by studying and practicing it. Here are some ways to do this:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Write down ideas: Creative ideas pop into your head quickly, then just as quickly vanish. So anytime you get an idea, write it down, and try to elaborate on it while it\u2019s fresh.<\/li><li>Find creative mentors who support and inspire your creativity.<\/li><li>Read creative writers and books about how others have developed creativity.&nbsp;<\/li><li>Be willing to risk failure: Failure is part of the creative process\u2014it teaches you how to improve your ideas.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Principles 8-10: Sell Effectively\u2014Get the Customer\u2019s Attention<\/strong><\/h3>\n\n\n\n<p>The next three principles focus on selling effectively by getting the customer\u2019s attention, so she\u2019ll be willing to listen to your pitch.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Principle #8: Prepare to Sell&nbsp;<\/strong><\/h4>\n\n\n\n<p><strong>Too many salespeople walk into sales calls without having researched the prospect\u2019s business. Then they ask the prospect, \u201cTell me about your business,\u201d<\/strong> which irritates her and wastes her time. They follow up with, \u201cLet me tell you about my business,\u201d which the client couldn\u2019t care less about. Then, when they fail to <a href=\"https:\/\/www.shortform.com\/blog\/how-to-sell-a-product\/\">sell their product<\/a> or service, salespeople complain about the <a href=\"https:\/\/www.shortform.com\/blog\/sales-challenges\/\">challenges of selling<\/a>.<\/p>\n\n\n\n<p>Instead of complaining, do your research on the prospect\u2019s business by:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Searching the internet and business databases for news and information about the company<\/li><li>Studying the company\u2019s website and literature<\/li><li>Talking to the company\u2019s customers, vendors, and competitors<\/li><li>Consulting with people in your network who know the company<\/li><\/ul>\n\n\n\n<p>Serious preparation takes time and effort but impresses the client by demonstrating your diligence and interest in her company.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Principle #9: Meet With the <\/strong><strong><em>Top<\/em><\/strong><strong> Decision-Maker&nbsp;<\/strong><\/h4>\n\n\n\n<p>After you\u2019ve prepared, the next selling principle is getting a high-level meeting. <strong>You need a face-to-face appointment with the <\/strong><strong><em>real<\/em><\/strong><strong> decision-maker.<\/strong> Most salespeople deal with lower-level people. But underlings, who need to get additional approvals, won\u2019t prioritize your case or present it as effectively as you do, so any time you spend with them is wasted.&nbsp;<\/p>\n\n\n\n<p>As explained in principles 4-5, branding and networking can help you get past gatekeepers\u2014if the CEO has met or heard of you, she\u2019s more likely to take your call. But when your call goes through, you still need to sell the prospect on agreeing to a face-to-face meeting with you.<\/p>\n\n\n\n<p><strong>The first thing you must do is engage with the prospect\u2014that is, get her attention by piquing her interest.<\/strong> Statements everyone uses that <em>don\u2019t<\/em> engage include:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>How are you today?<\/li><li>Have you ever heard of us?<\/li><li>May I have five minutes of your time?<\/li><li>Would you like to save money on X?<\/li><\/ul>\n\n\n\n<p>Prospects don\u2019t want to hear about you or be educated by you. Instead, address your prospect\u2019s greatest interests: profit and productivity. <strong>Tell the prospect you want to discuss how you can increase her profitability, and she\u2019ll see value in meeting with you.<\/strong>&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Principle #10: Give Value<\/strong><\/h4>\n\n\n\n<p>After getting in front of the person who can say \u201cyes,\u201d the next principle of selling is twofold: Be valuable and give value.&nbsp;<\/p>\n\n\n\n<p>Most salespeople have the wrong idea about value. They think of value as a small extra that\u2019s added to the product\u2014for example, a discount or something free. But your competitors can match these things, so they don\u2019t increase your chances of <a href=\"https:\/\/www.shortform.com\/blog\/how-to-make-a-sale-2\/\">making a sale<\/a>. They\u2019re promotions, not value.<strong> Value is something you give that\u2019s meaningful to the customer.<\/strong><\/p>\n\n\n\n<p>First, give value personally\u2014it generates goodwill that can translate later into sales. The author gives value through the business-building tips he provides through public speaking and writing a newspaper column, by connecting people who can help each other, and so on.&nbsp;<\/p>\n\n\n\n<p>Second, in the selling process, address the customer\u2019s chief interest, which is the value of your product to them. Value that\u2019s meaningful to customers includes increased productivity, profit, and sales; more customers; a better image; and so on. Have a strong <a href=\"https:\/\/www.shortform.com\/blog\/unique-value-understanding-michael-porter\/\">value proposition<\/a> and present it in a compelling way. <strong>Instead of price, focus on the use and value of the product over its lifetime.<\/strong> Get the prospect to think about how much better her life will be after buying the product.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Principles 11-13: Sell Effectively\u2014Clinch the Deal&nbsp;<\/strong><\/h3>\n\n\n\n<p>The remaining three selling principles address techniques and responses that will help you close the deal.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Principle #11: Help the Buyer Convince Herself to Buy<\/strong><\/h4>\n\n\n\n<p>The 11th selling principle\u2014helping the buyer convince herself to buy\u2014requires a key sales skill: <a href=\"https:\/\/www.shortform.com\/blog\/how-to-ask-the-right-questions\/\">asking the right questions<\/a>.<\/p>\n\n\n\n<p><strong>Most salespeople ask the <\/strong><strong><em>wrong<\/em><\/strong><strong> questions and therefore don\u2019t get the answer they want (a \u201cyes\u201d to the sale).<\/strong> Usually, they\u2019re questions aimed at getting the buyer to switch from a current supplier to your company. They encourage a focus on price rather than value. For example:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>How much are you currently paying for delivery? If I could save you some money, would you switch\u2026?<\/li><li>What would it take for me to earn your business?<\/li><\/ul>\n\n\n\n<p><strong>In contrast, the <\/strong><strong><em>right<\/em><\/strong><strong> questions help the buyer think about your product or service in terms of how it solves her problems or achieves her goals. <\/strong>They\u2019re specific questions that uncover her frustrations, concerns, and needs, so you can show how your product will make her life easier\u2014and she\u2019ll conclude that she needs it.<\/p>\n\n\n\n<p>Develop a dozen basic questions that you can adapt to uncover each customer\u2019s needs, concerns, and frustrations. Some useful introductory phrases include:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>What do you look for in choosing a\u2026?<\/li><li>How do you determine\u2026?<\/li><li>What\u2019s been your experience with\u2026?<\/li><li>What would you change\u2026?<\/li><li>What\u2019s your biggest hurdle to\u2026?<\/li><li>What frustrates you the most about\u2026?<\/li><\/ul>\n\n\n\n<p>You\u2019ll differentiate yourself by getting your prospect to think in new ways. A sign of success is when the customer remarks that no one ever asked her that question before\u2014and her answer convinces her to buy.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Principle #12: Eliminate the Buyer\u2019s Risk<\/strong><\/h4>\n\n\n\n<p><strong>The biggest hurdle to a sale is the risk the customer believes he\u2019d take in buying your product. <\/strong>You must eliminate the risk to get the customer to buy.<\/p>\n\n\n\n<p><strong>A risk is anything that makes a customer hesitate to buy.<\/strong> It can be difficult to identify the risk standing in the way of a sale because what seems risky to the customer may seem trivial to the salesperson. Common concerns or risks to the customer are:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Am I making a mistake and not getting my money\u2019s worth?<\/li><li>Will I look bad or get into trouble for making a poor decision?<\/li><li>Do I really need it? I might regret buying it.<\/li><li>Can I get it cheaper elsewhere or get something better?<\/li><li>Will it work? What if it doesn\u2019t? Will it soon become obsolete?<\/li><\/ul>\n\n\n\n<p>These concerns indicate the customer lacks confidence in the product, company, salesperson, or their own judgment. Here are some ways to effectively counter customer concerns:<\/p>\n\n\n\n<p>1) <strong>Prepare for risk hurdles by identifying the customer\u2019s potential risks<\/strong>\u2014for example, by considering how the customer has reacted to your sales pitch in the past or how other customers have reacted.<strong> Prepare responses<\/strong> <strong>or preemptive statements that eliminate these risks.<\/strong> Practice the responses until you master them.<\/p>\n\n\n\n<p>2) <strong>Determine the customer\u2019s risk tolerance<\/strong>\u2014ask about previous purchases they\u2019ve made and how those turned out. What were their concerns prior to those purchases and how did they overcome them? Then, address those risks.<\/p>\n\n\n\n<p>3) <strong>Ask the customer, \u201cWhat\u2019s the risk of buying?\u201d<\/strong> <strong>Then ask, \u201cWhat\u2019s the reward?\u201d <\/strong>Then help her see how the reward outweighs the concern and the value more than meets the need. When the risk is low and the reward is high, customers will buy. When the risk is price, counter it with the reward of value.<\/p>\n\n\n\n<p>4) <strong>Suggest a few concerns that might be bothering the customer and answer them<\/strong>\u2014for example: \u201cIf you\u2019re concerned that it might not work for you, remember that you can always return it.\u201d&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Principle #13: Let Your Customers Speak for You<\/strong><\/h4>\n\n\n\n<p>The final selling principle\u2014use customer testimonials to help you sell\u2014is powerful but underused. Customer testimonials are effective because:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>They\u2019re believable.<\/strong> When <em>you<\/em> talk about your offerings, it\u2019s bragging, but when customers give testimonials, it\u2019s proof of value.<\/li><li><strong>Done correctly, testimonials prompt people to buy.<\/strong> To prompt action, testimonials must make specific statements (\u201cI improved my skills 100%\u201d), not general ones (\u201cThe people at company X are wonderful. We\u2019ve been doing business with them for years.\u201d).<\/li><\/ul>\n\n\n\n<p>To be effective, whether in written or video form, a testimonial should:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Highlight a benefit of your product or service: \u201cI doubled my profits.\u201d<\/li><li>Address an objection: \u201cI thought the price was too high until I tried the product and realized the value.\u201d<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Make <a href=\"https:\/\/www.shortform.com\/blog\/a-call-to-action\/\">a call to action<\/a>: \u201cI used to use another brand but was dissatisfied until I switched &#8230; and you should too.\u201d<\/li><li>Provide a happy ending: \u201cMy family loves it.\u201d<\/li><\/ul>\n\n\n\n<p>Video testimonials, when shown at the end of a sales call, are an effective way to dispel doubts, reduce risk, and confirm the value of your product. However, while the video reinforces the sales message, the salesperson still must close the deal.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is Little Red Book of Selling about? What is the secret to sales success, according to its author Jeffery Gitomer? In the Little Red Book of Selling, sales trainer Jeffrey Gitomer presents 13 principles of selling and numerous practical tips and techniques. The principles in the book will help you build on customers\u2019 buying reasons to create an atmosphere conducive to buying\u2014for example, by building a strong relationship and addressing customers\u2019 needs for profit and productivity. Below is a brief overview of Jeffrey Gitomer&#8217;s Little Red Book of Selling: 12.5 Principles of Sales Greatness.<\/p>\n","protected":false},"author":7,"featured_media":43855,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[40,103],"tags":[442],"class_list":["post-43797","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-books","category-sales","tag-little-red-book-of-selling","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Overview of Jeffrey Gitomer&#039;s Little Red Book of Selling - Shortform Books<\/title>\n<meta name=\"description\" content=\"In his book &quot;Little Red Book of Selling,&quot; sales trainer Jeffrey Gitomer presents 13 principles of successful selling. Here&#039;s a brief overview.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/jeffrey-gitomer-little-red-book-of-selling\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Overview of Jeffrey Gitomer&#039;s Little Red Book of Selling\" \/>\n<meta property=\"og:description\" content=\"In his book &quot;Little Red Book of Selling,&quot; sales trainer Jeffrey Gitomer presents 13 principles of successful selling. Here&#039;s a brief overview.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/jeffrey-gitomer-little-red-book-of-selling\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-22T15:34:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-08-03T13:15:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2021\/08\/red-book-library-reading-coffee.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Darya Sinusoid\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Darya Sinusoid\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"14 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/jeffrey-gitomer-little-red-book-of-selling\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/jeffrey-gitomer-little-red-book-of-selling\/\"},\"author\":{\"name\":\"Darya Sinusoid\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/0421cce75bc249b11e2517b3a91f9c46\"},\"headline\":\"Overview of Jeffrey Gitomer&#8217;s Little Red Book of Selling\",\"datePublished\":\"2021-07-22T15:34:00+00:00\",\"dateModified\":\"2021-08-03T13:15:44+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/jeffrey-gitomer-little-red-book-of-selling\/\"},\"wordCount\":3316,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/jeffrey-gitomer-little-red-book-of-selling\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/08\/red-book-library-reading-coffee.jpg\",\"keywords\":[\"Little Red Book of Selling\"],\"articleSection\":[\"Books\",\"Sales\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/jeffrey-gitomer-little-red-book-of-selling\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/jeffrey-gitomer-little-red-book-of-selling\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/jeffrey-gitomer-little-red-book-of-selling\/\",\"name\":\"Overview of Jeffrey Gitomer's Little Red Book of Selling - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/jeffrey-gitomer-little-red-book-of-selling\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/jeffrey-gitomer-little-red-book-of-selling\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/08\/red-book-library-reading-coffee.jpg\",\"datePublished\":\"2021-07-22T15:34:00+00:00\",\"dateModified\":\"2021-08-03T13:15:44+00:00\",\"description\":\"In his book \\\"Little Red Book of Selling,\\\" sales trainer Jeffrey Gitomer presents 13 principles of successful selling. 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