Summary of Jeffrey Gitomer's Little Red Book of Selling

12.5 Principles of Sales Greatness: How to make sales forever

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Jeffrey Gitomer's Little Red Book of Selling book summary
Use 12.5 basic principles to become a sales superstar. (Thirteen would have been unlucky.)


6 Overall

8 Applicability

4 Innovation

5 Style


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.

In this summary, you will learn

  • Why people buy things
  • How to use the 12.5 principles of "sales greatness"
  • How following five more axioms can help you become a sales superstar


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:
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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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