Little Red Book of Selling: 12.5 Principles of Sales Greatness: 12.5 Principles of Sales Greatness: How to Make Sales Forever

by Jeffrey Gitomer

1. I like my sales rep. NOTE WELL: Liking is the single most powerful element in a sales relationship. I got a quote the other day from someone claiming to be a sales expert. It started out saying, “Your customer does not have to like you, but he does have to trust you.” What an idiot. Can you imagine the CEO of the company, when making a buying decision, saying, “I trusted that guy, but I sure didn’t like him.” Like leads to trust. Trust leads to buying. Buying leads to relationship. That’s not the life cycle, that’s the life cycle of sales. 2. I understand what I am buying. 3. I perceive a difference in the person and the company that I am buying from. 4. I perceive a value in the product that I am purchasing. 5. I believe my sales rep. 6. I have confidence in my sales rep. 7. I trust my sales rep. 8. I am comfortable with my sales rep. 9. I feel that there is a fit of my needs and his/her product or service. 10. The price seems fair, but it’s not necessarily the lowest. 11. I perceive that this product or service will increase my productivity. 12. I perceive that this product or service will increase my profit. 12.5 I perceive that my salesperson is trying to help me build my business in order to earn his. My salesperson is a valuable resource to me.