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Jeffrey Gitomer's Little Red Book of Selling

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Jeffrey Gitomer's Little Red Book of Selling

12.5 Principles of Sales Greatness: How to make sales forever

Bard Press,

15 min read
10 take-aways
Audio & text

What's inside?

Use 12.5 basic principles to become a sales superstar. (Thirteen would have been unlucky.)

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Editorial Rating



  • Controversial
  • Comprehensive
  • Applicable


In 1966, Mao Tse-Tung published The Little Red Book of his quotations. Sales whiz Jeffrey Gitomer now offers its namesake: the Little Red Book of Selling. Like Mao's book of political orientation, Gitomer recommends that you read his book of sales instruction over and over. And yet, most of its urgings may not need so many repetitions, since they are familiar and not hard to understand: "Work hard!" "Be prepared!" "Kick yourself in the duff" (only, he doesn't say "duff"). Gitomer fans can be assured that this accessible bestseller reinforces his basic productive teachings about assertive selling attitudes and strategic preparedness, though it sometimes feeds a little too much into his star "guru" image. For instance, maybe it wasn't necessary to attribute pop-up quotes to him in his own book. getAbstract finds that Gitomer couches real scattered gems of sales wisdom in just enough jazzy layouts, snappy aphorisms, savvy and silly suggestions, big-type quotations, startling vulgarisms, humorous asides, quaint cartoons, red headlines, gold bullet points and free-wheeling commands to keep even the most distractible sales student alert.


Why People Buy

To be successful in sales, you must learn why people purchase products and services. The answer to this vital question is far more important than learning the answer to another: “How do I sell?” People buy for numerous reasons. Here are some of the most common:

  • I have a high opinion of my sales representative.
  • I have faith and confidence in my sales representative.
  • I know exactly what I am buying and precisely why.
  • I feel comfortable with the price.
  • I think the product or service offers true value.
  • I think it will enhance our productivity and increase our profits.

Apply these “12.5 principles of sales greatness” to your work:

Principle 1: “Kick Your Own Ass”

Are you sufficiently motivated to achieve sales success? If not, get out of sales as quickly as you can. You cannot get where you want to be in sales without inspiration, passion, hard work and self-determination. You must demand far more from yourself than any sales manager ever would. When things get slow, you must be ready, willing and able to kick your own butt, and get back on track. You alone are responsible for your success...

About the Author

Jeffrey Gitomer is a best-selling author, columnist, sales trainer and business coach. His other books include The Sales Bible and The Little Gold Book of Yes! Attitude.

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