Little Red Book of Selling

About the Author

Jeffrey Gitomer, the author of The Little Red Book of Selling, is a renowned sales trainer, speaker, and author who has spent decades mastering the art of selling. His energetic and engaging style has made him one of the most sought-after speakers in the world of sales and customer service. Gitomer’s career is marked by his commitment to practical, actionable advice that cuts through the fluff and gets straight to what works in the real world. His work is characterized by its no-nonsense approach and his deep understanding of what drives people to buy.

Gitomer’s influence extends beyond his books and seminars; he’s a regular columnist for various business publications, and his work is often cited by other sales professionals. His philosophy revolves around the idea that selling is not about the hard push but about understanding why people buy and aligning with that. His success is a testament to his belief in the power of persistence, self-motivation, and continuous learning.

Main Idea

The core idea of The Little Red Book of Selling is that successful selling hinges on understanding the buyer’s motivations rather than focusing solely on the act of selling. Gitomer presents 13 key principles that guide salespeople on how to cultivate success habits, prepare effectively, and ultimately close deals by connecting deeply with the customer's needs and desires. These principles are not just strategies but mindsets that, when embraced, transform how one approaches selling. Gitomer emphasizes that people love to buy but hate being sold to, and the key to success is creating an environment where the buyer feels they are making the purchase decision on their own terms.

Table of Contents

1. Motivate Yourself
2. Mind Your Own Business
3. Be Alert to Opportunities
4. Develop Your Brand
5. Network
6. Learn to Use Humor
7. Practice Creativity
8. Prepare to Sell
9. Meet With the Top Decision-Maker
10. Give Value
11. Help the Buyer Convince Herself to Buy
12. Eliminate the Buyer’s Risk
13. Let Your Customers Speak for You

Motivate Yourself

The journey to becoming a successful salesperson begins with self-motivation. Gitomer argues that no one will care more about your success than you do, which means you must take full responsibility for pushing yourself to achieve your goals. He identifies several signs of a lack of motivation, such as being stuck in a sales slump or blaming external factors for poor performance. In these moments, the power to change lies within your own hands. Gitomer insists,

"You can’t sell if you don’t constantly push yourself—no one will do this for you because no one else is as invested as you are in whether you succeed."

To stay motivated, Gitomer suggests adopting a proactive approach: improve your skills through continuous learning, seek out mentors, and develop a resilient mindset. He emphasizes the importance of self-talk and the need to work smarter and harder when things aren’t going your way. For instance, if prospects aren’t returning your calls, instead of giving up, refine your voicemail technique until it gets results.

Mind Your Own Business

Gitomer’s second principle, “Mind Your Own Business,” is about focusing on your own growth rather than getting involved in the workplace drama that can sap your energy and time. He warns that getting caught up in office politics or other people's problems not only wastes valuable time but also risks dragging you into negativity that can derail your progress. The key takeaway here is to stay laser-focused on your personal and professional development. Every minute spent on gossip or distractions is a minute not spent on advancing your career.