This is a wonderfully direct book on selling. The below summary is from http://clivejones.com.au/the-little-red-book-of-selling-jeffrey-gitomer/
Key Points Summary
1. Kick Your Own Ass
- Don’t go below the line – take responsibility and control own destiny.
- Do the hard Yards – Work your ass off!
- Train yourself – don’t wait for others to train you.
- Get motivated – avoid negative people. Ignore idiots and zealots.
2. Prepare to Win – or lose to someone who is.
- Research before the call, Do your homework.
- Don’t waste time doing things like watching TV.
3. Personal Branding is Sales
- It’s not who you know – it’s who knows you. Be seen and known as a leader
- Give first – become a resource / centre of influence.
- Positioning helps get you known, get in front of people you want to do business with.
- Register “yourname.com”, get the best business card you can buy, e-magazine weekly.
4. It’s all about value / relationship – not price.
- Give value first – don’t add it.
- They don’t want your brochure, they want answers / solutions. Send your stuff after they ask for it.
- Authors Philosophy – “I put myself in front of people who can say yes to me and I deliver value first”
- Make friends first – “All things being equal people want to do business with their friends, and still do when things not so equal.”
5. It’s not Work – it’s Network
- Go where your customers / prospects go – or are likely to go. (21 suggestions listed)
- Spend 75% of time with people you don’t know.
- Show up prepared.
6. If you can’t get in front of the decision maker you suck.
- Ask compelling or engaging questions / thought provoking.
- Talk profit / productivity
- Ask for short time with option for longer if interested.
- They don’t need proposals if you present a compelling value proposition.
- Get past gatekeepers by asking for someone in sales – get to know the business through them (they’ll lead to to the CEO).
7. Engage me and you can make me convince myself.
- Ask good quality questions that make them think / evaluate new ideas / qualify needs / separate you from competition.
- Write answers / take notes. Improves your listening, helps follow up, makes them feel important, proves you care.
- Asking Smart questions make you look smart, Asking dumb questions…..
8. Make them laugh
- Pick something funny to you / genuine, – make it personal to you, nothing dirty, corny, gender or racially based.
- Safe topics include kids, traffic, sit-coms, poking fun at self.
- Not good at it? – study it.
9. Use Creativity to differentiate & dominate
- Elements that help creativity include brain power, attitude, environment, observation, self belief, support group, collecting
- ideas, mentors, study, using creative modelling, risking failure, and pride in seeing your ideas in action.
- Get a more creative voicemail – be different.
10. Reduce their Risk – Identify and eliminate their risks of buying
- Know your relevant risks of buying – and address them all with relevant “risk
- Have them evaluate risk vs reward.
11. Saying it about yourself is bragging – someone else saying it is Proof.
- Get testimonials with specific facts (not general… “he’s great” type comments).
- Ask clients their reasons for buying from you.
- Video happy clients – take them with you.
12. Antennas Up
- Be aware of opportunities around you.
- Elements to keep your 6th sense – the sense of selling high – Confidence, Positive
- anticipation, determination, achievement, winning, success.
12.5. Resign your position as GM of the universe.
- Don’t get involved in other peoples crap (TV, News, peoples sagas, etc)
- Allocate that time to saving your own ass first.
- “The little engine that could parable”
- Couple of questionnaires to “Rate yourself, and some tips on “What it takes to be #1″.
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1. SALES PILLS
2. DON’T QUIT
4. BRAND ME
6. DIG YOUR WELL
9. SMART QUESTIONS