12.5 Principles of Sales Greatness from The Little Red Book of Selling

Created

Jun 27, 2024 1:41 AM

1. Kick your own ass

The most important key to sales success is self-motivation. It all begins and ends with the salesperson pushing themselves to succeed through determination, passion and diligence. Salespeople need to take responsibility for their results rather than making excuses. If you're in a sales slump, work harder and smarter, make a new plan, get feedback on your approach, stay positive, and focus on sales fundamentals.

2. Prepare to win, or lose to someone who is

The most prepared salesperson wins the sale. This means researching everything about the client before meeting them - their business, industry, challenges, the key people. Review their website, reports, press and social media. Gather insights from their vendors, partners and your network. Define your objectives for the meeting. Being prepared makes a great first impression and gives you an edge.

3. Personal branding IS sales: It's not who you know, it's who knows you

Your reputation and visibility as an expert in your field is critical for generating leads and referrals. Customers need to know, like and trust you. Build your personal brand through writing, speaking, networking and consistently delivering value. Establish yourself as the go-to expert customers seek out.

4. It's all about value, it's all about relationship, it's not all about price

Competing on price alone is a losing game. Focus instead on building trusting relationships and communicating the value you deliver in terms of meeting customer needs. Price becomes less important when customers understand the tangible benefits and ROI you provide. Become a valued partner who listens to their needs.

5. It's not work, it's network

Generating referrals through your network is the most effective prospecting strategy. Turn every interaction into an opportunity to expand your connections and engage potential customers. Ask for introductions, recommendations and referrals from your satisfied clients. Always be ready to network and sell.

6. If you can't get in front of the real decision maker, you suck

Identify the key decision makers and focus your time on reaching them. Don't waste time with those who can't tell you yes. Be respectfully persistent in connecting with the real buyer, not just influencers or gatekeepers. Find creative ways to get their attention and secure a meeting.

7. Engage me and you can make me convince myself

The best way to sell is to get the customer to sell themselves. Ask insightful questions that get them talking about their challenges and needs. Listen closely. Help them visualize the positive outcomes and value your solution provides. When they articulate it themselves, they persuade themselves.

8. If you can make them laugh, you can make them buy

Humor is a powerful sales tool when used appropriately. It builds rapport, makes you memorable, and puts customers at ease. Self-deprecating humor can make you more relatable and likable. Humor can break the ice, lighten the mood, and move a sale forward. Learn to use humor and storytelling effectively.

9. Use creativity to differentiate and dominate

To stand out from the competition, get creative in your sales approach. Don't just sell products, sell memorable experiences. Use vivid demos, samples, and leave-behinds. Send unique mailers and gifts. Host fun customer events. Be different in ways that are meaningful to the customer.

10. Reduce their risk and you'll convert selling to buying

Making a purchase decision always involves some risk for the buyer. Your job is to reduce that risk. Provide guarantees, trials, references, case studies and testimonials. Quantify the expected results and ROI. Offer a clear plan to ensure a smooth implementation. Make it easy and low risk for them to buy.

11. When you say it about yourself it's bragging. When someone else says it about you it's proof

Claims about your product or service are more credible coming from a third party. Gather an arsenal of testimonials, case studies and performance metrics to prove your value. Ask clients for referrals and recommendations. Use their words to tell your story and provide social proof.

12. Antennas up!

Become a better observer of people and your environment. Listen between the lines to what's really being said or not said. Notice body language and tone. Look for clues about their interests, concerns and decision making process. Keep your eyes and ears open for opportunities everywhere.

12.5 Resign your position as general manager of the universe

Don't let success go to your head. Stay humble and avoid arrogance, even if you're the top salesperson. Don't think you're above everyone else or that you alone have all the answers. Keep learning, stay grounded and focus your energy on selling, not trying to control everything.

In summary, The Little Red Book of Selling provides a wealth of practical wisdom and proven principles for achieving sales excellence. Gitomer stresses that sales success is a result of the right attitude, self-discipline, and a commitment to honing your craft. It's about integrity, delivering value, and always putting the customer first.

By mastering these timeless principles, any salesperson can develop the skills and mindset to rise to the top of their field. But knowing is not enough - the key is to put them into consistent daily action. Salespeople would be wise to keep this little red book handy and review its lessons regularly to ingrain them into their thinking and behaviors.

Sales greatness takes hard work and constant self-improvement. But for those willing to kick their own ass and apply these powerful principles, the personal and financial rewards are immense. As Gitomer writes, sales is the highest paying hard work and the lowest paying easy work there is. So which will you choose? It's time to prepare to win, or lose to someone who is.