Summary of The Patterson Principles of Selling

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The Patterson Principles of Selling book summary


8 Overall

10 Applicability

8 Innovation

6 Style


Author Jeffrey Gitomer’s book’s jacket refers to him as, "the modern leader of salesmanship." Given that splashy buildup, his book has to be an attention-getter - and it is. The contents are displayed in modern, freewheeling big fonts and graphics. The illustrations feature intriguing black-and-white, scratchy images of NCR founder John Patterson demonstrating his eccentric, but fundamental, approach to sales. Something about Gitomer’s book is inexplicably charming, perhaps due to his boyish love of industrial history and his unapologetic idol worship of Patterson, an American sales icon. Gitomer, who "revised and revived" Patterson’s rules, obeys the motto, "Think!" In an era when business intently focuses on maximized sales, why not look to history for some winning answers? Patterson’s "Probable Purchaser" concept is a powerful idea, and the book’s dicta are broad in scope if not deep. believes Gitomer deserves fair credit for this thought-provoking work of industrial archaeology and encourages salespeople to read his book.

In this summary, you will learn

  • The 32 key sales principles of NCR founder John Patterson;
  • How you can apply Patterson’s theories to your daily life as a sales professional; and
  • Why Patterson’s nineteenth century sales rules are still so influential.

About the Author

Jeffrey Gitomer is the author of The Sales Bible and the column Sales Moves. He presents seminars, speaks at annual sales meetings and conducts Internet training programs on selling and customer service.



The More Things Change...
"People don’t like to be sold, but they love to buy," proclaims author Jeffrey Gitomer, who turned the phrase into a registered trademark. Naturally, Gitomer’s interest was piqued when his research director told him that John Patterson, the president and founder...

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