Book Review

The Little Red Book of Selling: 12.5 Principles of Sales Greatness

Jeffrey Gitomer
Bard Press, 2004

What a motivator! This author’s books are amazing. He captivates, inspires and energizes you when you read his books. You don’t have to be a “salesman” to read this book either. If you are a business owner you are a “salesman” and you need to learn the lessons taught in his book. It will drive you to a “higher, value-driven, helping purpose.”

Here are his 12.5 RED Principles of Sales Greatness:
1. Kick your own ass.
2. Prepare to win, or lose to someone who is.
3. Personal branding IS sales:
    It’s not who you know, it’s who knows you.
4. It’s all about value, it’s all about relationship
    It’s not all about price.
5. It’s NOT work, it’s NETwork.
6. If you can’t get in front of the real decision maker, you suck.
7. Engage me and you can make me convince myself.
8. If you can make them laugh, you can make them buy!
9. Use CREATIVITY to differentiate and dominate.
10. Reduce their risk and you’ll convert selling to buying.
11. When you say it about yourself it’s bragging.
      When someone else says it about you it’s proof.
12. Antennas up!
12.5 Resign your position as general manager of the universe.

You can see from the titles of his principles that this book is as fun and entertaining as it is educational. “People don’t like to be sold, but they love to buy” is his motto and through his 12.5 principles he gives you the tools to succeed in whatever field of business you are in. You will read this best selling book, study it, love it and recommend it to everyone you know.

If you like this book you will also love his book Customer Satisfaction is Worthless, Customer Loyalty is Priceless as well. (You can find the review on That book motivates you to work with your staff or team whereas this book motivates you to work on YOU.

Finally, coming out March 15th, 2006 is the sequel to this book, THE LITTLE RED BOOK OF SALES ANSWERS. Here’s a preview of what his latest book has to offer:

  • Salespeople are looking for ANSWERS.
  • They want them now.
  • They want them fast.
  • They want them free.
Buy this book: you'll get two out of three.

In his latest book he will give the answers to the following questions:

  • What does it take to become a sales success?
  • Why are you not succeeding at sales to the best of your ability?
  • Why do you believe that other things, other people, or your boss are holding you back?
  • Why do you lose sales to competition just because they cut their price?
  • Why do your customers not re-order from you?
  • Why do you believe you're underpaid?
  • Why are you not earning the money you feel you deserve?
Because you don't have the answers.YET!

The Little Red Book of Sales Answers will have them. 99.5 of them. Real World Answers That Make Sense, Make Sales, and Make Money.

Reviewed By:  Dana Reed-Kane, PharmD, FIACP, FACA, FCP, NFPPhC
In:  Mar 2006