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Guide to Sales Success

Review of Little Red Book of Sales Answers

July 25, 2006

By PAULA PARISOT


photo of Paula Parisot
Paula Parisot
review and buy 3 Steps to Yes

Doubling sales volume this year is just one of hundreds of practical tips outlined in a new sales book.

Jeffrey Gitomer dives deep into the questions surrounding what makes for a consistently successful salesperson in his latest compilation of sales advice Little Red Book of Sales Answers: 99.5 Real World Answers that Make Sense, Make Sales, and Make Money.

With boldness, humor and insightful cartoons, Gitomer attempts to answer every conceivable question a salesperson might ask about becoming a sales leader while taking a brazen look at where the responsibility lies in failure -- in oneself.

The 202-page book is filled with several hundred practical tips and ideas on how to stay positive, use creativity in the sales process and adapt general sales skills to each unique situation to be successful.

Success doesn't happen by luck alone, he explains, preparation and action are key to taking advantage of those "right time right place" moments and spectacular sales opportunities.

"There's no secret formula," Gitomer writes. "There's no lotion or potion that will make sales faster and easier for you -- unless your potion is hard work."

The best way to double sales volume is to "double the amount of people who you sit in front of that can say 'Yes' to you," he says.

"Salespeople spend hundreds of hours doing non-sales things and only minutes in front of decision makers," he writes. "Reverse this and your sales won't double, they'll triple."

Establish a trustworthy loyal sales relationship with current clients, and get them to bring one more customer just like them the next year, he explains.

One way to build that rapport is to "give value first." A newsletter, or articles of interest that a salesperson writes can help position them as an expert while giving the added value of information to their clients.

What clients deem valuable is another question that needs to be answered. Gitomer poses this example: if it's real estate a person is selling, a salesperson might ask, "When you look out the kitchen window, what do you want to see?" instead of asking a question relating to how much they want to spend on a house.

"The more valuable information you gather, the more you will be able to create valuable questions," he concludes. "The more proficient you become at asking valuable questions -- the more valuable your bank account will become."


Paula Parisot is a MortgageDaily.com feature reporter and a blogger at CloserBlog.com who has also worked in the mortgage industry.

e-mail Paula at: [email protected]


Mortgage Industry Books
Read about books reviewed by MortgageDaily.com reporters. Book subjects include mortgage banking, loan originating and selling.




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