The Little Red Book of Selling

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The Little Red Book of Selling by Jeffrey Gitomer is a uniquely helpful book to anyone who is in the field of sales. It is an easy and entertaining read where every point made is important to the big picture. Jeffrey touched on 12.5 ba

Another principle that goes along with this one is “Prepare to Win”. This idea creates more homework than most salespeople or people in general want to do. Preparation requires studying your customers the night before and coming up with a game plan that can be executed efficiently the following day. This is such a difficult coo your pitch with the customer, I think that they would be very turned off by the approach. I know, as a customer, I would be. If it is a large purchase that is being made, the customer had to build some kind of relationship with the salesperson and know that they are getting just a little more than they would be if they made their purchase somewhere else. It is a big mistake made by many salespeople to jump right to price and disregard the customers other concerns when making a purchase.

One principle that I have never really considered before would be “Engage Me”. This concept touches on all of the dumb and generic questions that salespeople often open with to their customers. Jeffrey Gitomer gave examples of questions that salespeople ask all the time and the lack of positive responses that they get from potential customers. An example of one of these questions is “Are you satisfied with your current provider?”. This is a poor question because most people are satisfied, which closes the door to a sales pitch right away. A better way to engage your customer is to ask a thought provoking question or one that shows you are knowledgeable about what they do. This gets them thinking and also starts building a relationship. If you were making a sales visit, a good starting question would be, “What is most important to you when selecting…?”. This helps to learn more about the customer and also get them thinking...
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