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Little Red Book of Selling: 12.5 Principles of Sales Greatness

3.92  ·  Rating details ·  9,423 ratings  ·  345 reviews
Editorial Reviews From Publishers Weekly If salespeople are worried about how to sell, Gitomer (The Sales Bible) believes they are missing out on the more important aspect of sales: why people buy. This, he says, is "all that matters," and his latest book aims to demystify buying principles for salespeople. From the red cloth cover to the small trim size to the amusing (bu ...more
Hardcover, 220 pages
Published September 25th 2004 by Bard Press (first published September 2004)
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Average rating 3.92  · 
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 ·  9,423 ratings  ·  345 reviews

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Gil Bradshaw
Mar 03, 2010 rated it did not like it
I was so embarrassed at how hokey this book was that I almost didn't include it in my goodreads reviews. Then I decided to do so, just to blast it. I'm so sick of good salesman writing really poorly written books. Maybe I'm not the right guy for books such as this, but its just unprofessional. I'm trying to think of the demographic that Gitomer was trying to target with his gimmicky salesy approaches...Amway salesman? Multi-level Marketing salesman? I hope I can get more than a buck for this whe ...more
Dec 30, 2011 rated it it was ok
The little Red Book of Selling- Jeffrey Gitomer


Difference between failure and success in the sales:
• Believe you can
• Create the environment
• Have the right associations
• Expose yourself to what's new
• Plan for the day -know your plans and goals
• Become valuable - become known as a resource not a sales person
• Flowe the answers your prospects and customers need
• Recognize and take advantage of opportunity
• Take responsibility
• Take action
• Make mistakes
• willing to ri
Loy Machedo
Feb 12, 2012 rated it it was amazing
Loy Machedo’s Book Review
Little Red Book of Selling by Jeffrey Gitomer

If you are going to ask me to evaluate Jeffrey Gitomer, let me tell you point blank
the review will not be fair.


I worship the ground on which Jeffrey Gitomer walks.
In my eyes, he is truly the essence of what a true trainer, educator and mentor should be. Not only is he to the point, he bashes you up with not-so-formal quotes that would wake you up from your sleep and then slap you with the reality of what the art of sale
Dec 21, 2011 rated it it was ok
I disliked Jeffrey Gitomer's book 12.5 Principles of Sales Greatness. The content itself is solid. Gitomer's advice is very good but his delivery leaves much to be desired. I have a hard time believing that the word "puke" comes out of the mouths of most professional business people. Gitomer also has quite a large ego and takes every opportunity to brag about his life. Many self help authors use stories in their own lives to tell stories, but I have never rolled my eyes while reading a book. It ...more
Ron Graham
Nov 09, 2012 rated it it was amazing
Shelves: entrepreneurship
This isn't just a book one reads. It's a book one carries around as a reference, like a dictionary.

Especially if you're like me, learning the art of sales in the second half of my life - had I been smart, I would've learned how to sell while I was in college. Because in this society, in this economy, everyone's selling. Those of us who can't or won't figure out how will lag behind. This is the kind of information that can get even a guy like me selling.
Jan 28, 2009 rated it it was ok
Sure, this guy has sold more stuff than I have. But I don't find anything here backed up by any evidence, what there is is anecdotal. Also he keeps hinting that you have to go to his webpage to learn more. Ah ha, trying to make that web sale I guess. In all, I think he knows how to sell (books too), but he doesn't know how to educate. ...more
Shannon Kempenich
Jan 26, 2008 rated it it was amazing
Awesome, even for someone not in selling. If you haven't realized yet, you are probably in sales, whether your job title says it or not. If you are a doctor you sell a certain prescription, if you are a teacher you sell a subject, if you meet someone new you sell yourself. That is why you should read this book. ...more
Jolyn Moh
Aug 21, 2021 rated it it was amazing
Shelves: sales
This little red book oozes so much personality, it's hard to give it a low rating because the author is doing what he preached - emphasizing how much personality is factored to be a great salesperson. Coming into this role, I realised how important this was. The amount of energy you need to put your game face on, particularly because you have little time to recharge between prospects, is crazy hard.

There will be multiple times when you would feel like resting, but this role leaves you very littl
May 29, 2020 rated it did not like it  ·  review of another edition
First of all why 12.5. Why not 12? Why not 13? This should have been a red flag to avoid the book.

OK. This is another one of those books where everyone swears by it, is recommended by your waiter, hairdresser and the annoying co-worker. It makes most must-read lists, yet its reputation precedes it (not in a good way).

The author sounds angry and condescending. On some pages I could imagine the author all red-faced, punching on the keyboard and screaming his lungs out. Jesus. Buddy, take it easy.
Apr 01, 2018 rated it it was ok
does everything have to have a 0.5 step? give me a top 10 not 10.5 on every single list. very annoying. good information poorly written. I'm shocked that he has a news column...could explain the death of newspapers. very abbrassive attitude. this man clearly works his life away and doesn't know how to have a work life balance. ...more
Linda Faulkner
Nov 21, 2010 rated it it was amazing
Excellent - this is a MUST-read for all business people.
sarah semark
Apr 10, 2020 rated it did not like it
I loathed this book so much it took me nearly three full years to read it—mostly because I got to the bit that said "I'm not going to be politically correct" and threw it away in disgust/annoyance/come on, really? You're not edgy for saying this, you're just a jerk who can't recognise how you've benefitted from the systemic oppression of other people, and you feel like it's beneath you to be thoughtful and considerate of others.

This book is, in a nutshell, why people hate salespeople. They're pu
Michael Cash
Dec 28, 2015 rated it did not like it
Shelves: business
I hated this book. Hated it. Like Roger Ebert hated North: "I hated this movie. Hated hated hated hated hated this movie. Hated it. Hated every simpering stupid vacant audience-insulting moment of it. Hated the sensibility that thought anyone would like it. Hated the implied insult to the audience by its belief that anyone would be entertained by it."

I guess I could say one good thing about it: by listening to the unabridged audio of the book, read by the author, I feel that I got to know him. A

Jul 04, 2012 rated it really liked it
Shelves: 2012
After reading some of the other reviews here on Goodreads, I noticed that many either love or hate this book. I guess, that is true in most areas of life.

As for me, I really enjoyed this book. I found it on sale at a local used book store and couldn't resist purchasing it. I am truly glad that I read through it. I do feel that I will keep it on my shelf and pick up from time to time for years to come. The style of writing was very conversational and truly motivated me to learn more and pursue s
Carlos Rendon
Dec 28, 2011 rated it it was amazing
My favorite part of this book talks about how a lifestyle comes to be. You can think of your lifestyle as the sum of your actions.

Philosophy drives your attitude, which drives your actions, which in turn produce your lifestyle. If you don't like your lifestyle you should not just consider your actions but also your attitude and philosophy. If your philosophy is poor you will have a poor attitude and you will take poor actions and end up with a poor lifestyle.

I also like the Jeffrey is fully awar
John Hartness
Aug 28, 2010 rated it it was amazing
One of the best books on sales I've ever read. No matter where you are in your sales career, this book has something that you can take away from it. I love Gitomer's conversational style, and his statement early on that you should read the book several times is true.

I highly recommend it for all salespeople, sales managers, and the back of the toilet in every sales office (except for my competitors, none of them should ever read this book!)
Aug 29, 2010 rated it it was amazing
There are so many tips on improving your sales game in this little red book that I don't know where to start with this review. From the self evaluation quiz,to the do's and don'ts of sales, Gitomer provides and hits all aspects needed and necessary for anyone to perfect their sales strategies. This easy to read book is one that all entrepreneurs should have on their shelves.

Adra Young
Author of: The Everyday Living of Children & Teens Monologues Comment
Francisco Ramires
Feb 04, 2021 rated it it was ok
Jeffrey Gitomer promised a lot. I did not find a lot more than in a general sales-related website available to the public. Besides, most of the recommendations and approaches lack evidence or practical examples.
If you're looking for a real sales book get a copy of "Never split the difference", or even "Blink" for a more detailed description of the scientific-side of how humans respond to different triggers.
Dec 11, 2011 rated it it was ok
This book has some okay tips on networking and risk management. However, the language can be somewhat unprofessional at times. It also completely dismisses support staff, which can be a huge mistake in sales. It's also a very self-congratulatory text. The author thinks highly of himself, I get it. He should reconsider his own advice on arrogance. ...more
Rihab Hermessi
Dec 13, 2018 rated it it was amazing
Excellent book.
Principles of Sales and meeting is the objective is no different from reaching life purpose or setting goals and achieving them.
It is simple, if you have what it takes to be successful at convincing, negociating and sellling. Then you simply have it! the necessary skills to meet your goals.
Zachary Wrightsman
Feb 28, 2020 rated it it was amazing
For sure a good book a lot of good information in it. I learned a lot for my first read through. It is most definitely a book you will need to read over and over unless you’re already a master sales person.
Allyson Stallman
Jul 14, 2013 rated it it was ok
A lot used car salesman, little academic and empirical backing. More of a Little Red Book of Jeff Gitomer.
Teri Temme
May 11, 2019 rated it it was amazing
Second time around - it always gets better!
Anna Marie Robertson
Aug 27, 2020 rated it it was amazing
Julie Ambani
Feb 23, 2022 rated it liked it
I'll start by saying this book didn't have to be that expensive 🤧


I did find the principles in this book to be enlightening. Nothing earth breaking if you've been in sales and marketing for a long time, but definitely a book to keep around as a reference point as you go about your daily activities.

It is quite a short read, and I do think it is one I'd pick up from time to time. The book also contains some colorful pages with cartoons which may be a bit off putting for some people bu
Bridget Poputa-clean
The guy clearly hates TV. Some of the content is good, but make sure you want to be 110% focused on your work and nothing else. Much of the content rubbed me the wrong way. I don't think being successful at the expense of everything else in life, including strong friendships (actual friendships where you care about getting in "their drama") is worth it. It's definitely not for me. Worth the read for the handful of good tips and for future reference if something is new. ...more
Nov 29, 2022 rated it it was amazing  ·  review of another edition
This is my sales bible. Jeffrey Gitomer knows how to impart information that makes sense to the reader and doesn't preach. What Gitomer teaches is instantly applicable. You can change his words into money. I'm not kidding. ...more
Niels Vermeire
Mar 11, 2022 rated it really liked it
Gitomer strikes some good points in his book on selling. You have to get used to his particular style of writing. Once you read through his writingstyle, the book contains some good messages on how to improve yourself, the way you interact with others and build business relationships.
I liked the messages but didn't like the way how the book was put together. It felt like a comicbook sometimes.
Dec 27, 2020 rated it it was ok
I am a bit confused about how to rate this book. If you are in car sales, it’s 4-5 stars. If you are in any kind of complex sales, it’s at most 2 stars.
Ben Love
Dec 29, 2012 rated it liked it
Every year or so I’ll dig out a book on sales or selling and force myself to read it. Being a massive advocate of permissive marketing, I struggle to “get” sales – especially the interruptive type. Reading this type of book isn’t so much to let me learn sales as empathize with salespeople.
This little red book, I’m told, is a classic. Now having read it, I kinda wish all sales people would read it too. It kicks off with “people hate being sold to, but they LOVE to buy”. Okay – I’m buying that. Th
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Goodreads Librari...: Wrong first publication date 2 12 Dec 16, 2019 11:58PM  

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Jeffrey Gitomer is the author of The New York Times best sellers The Sales Bible, The Little Red Book of Selling, The Little Black Book of Connections, and The Little Gold Book of YES! Attitude. All of his books have been number one best sellers on Amazon.com, including Customer Satisfaction is Worthless, Customer Loyalty is Priceless, The Patterson Principles of Selling, The Little Red Bo

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