Ask Jeffrey about sales and you get answers.

Ask Jeffrey about sales and you get answers.

Written By Jeffrey Gitomer

KING OF SALES, The author of seventeen best-selling books including The Sales Bible, The Little Red Book of Selling, and The Little Gold Book of Yes! Attitude. His live coaching program, Sales Mastery, is available at



Ask Jeffrey about sales and you get answers.

Answers. Salespeople want answers. Here are a few of the answers to questions I get in the mail (fax, e, and snail). The purpose of this column is twofold. First to give you a sampling of what people ask, and second to assure you that you are not alone in experiencing the weirdness that everyday selling seems to breed.

And by the way, in case you forgot the only dumb question is the one you don’t ask.

Jeffrey, my question is… How can I go about wresting a major advertising agency away from a competitor’s post production video edit suite to our own? Our equipment, personnel, experience and reputation are equal or superior to the others. It is more of a comfort thing, I believe. Thanks for your help. Fred

Dear Fred,

Get creative.

1. Send an invite for a “test drive.”s

2. Send a limo to pick them up.

3. Give them a backstage pass when they arrive.

4. Know their favorite snacks when they get there, and have them spread out when they get there.

5. Get one piece of technology that the “other guy” doesn’t have.

6. Get others to give a testimonial about how “comfortable” it is at your place.

7. Get their clients to recommend you.

7.5 As long as you believe you can help them and that you are better, don’t quit even if your ass falls off.

Hope that helps.


Jeffrey, my question is… What do you do if you have introduced yourself, your company and its products and services to a prospect and that prospect informs you that they did business with my company in the past and they got SCREWED? They almost initiated litigation and the mere mention of my company’s name makes their blood boil. Bill

Dear Bill, Leave the sales call find out what the real story was see if the same thing happened to other customers if it was an isolated incident, no

problem let some time pass, and return with a new product or concept. if it has occured often, leave the company.

Hope that helps.


Jeffrey Gitomer

Jeffrey, my question is… I am a Business Development representative for a title company in California. In the next week I will be meeting with my manager the purpose to ask for a raise. OOOHHH!! How can I be prepared for this all important opportunity?? I am very interested in any advice and preparation you can offer. Martha

Dear Martha. Go in with questions beyond the raise.

How do you think i can maximize my talents for the next twelve months?

What extra courses do you think i should be taking?

What do you think my job will look like after the next year?

What have you been reading? (flattery but not kiss ass questions)

How has my performance impacted the business?

How could i have made a bigger impact?

What do you think my job is worth?

AND don’t be afraid to ask for a bigger raise than you dare all the boss can say is no.

Best of success keep me posted


(important followup note: she got the raise!).

Jeffrey OK, I am one of those with a “dumb” voicemail message. I understand your point (to be so memorable that people call you just to hear your message), but the trouble is, I don’t know what to say that would be better. Any suggestions?

Andrea, try

the tip of the day

the quote of the day

a trivia question with a prize

a fact about marketing, reselling or using your product


Something upbeat that gets people talking to one another after they hang up the phone. REPORT CARD: If you don’t hear “great message” four or five times a day, it probably doesn’t cut the mustard.

And finally … from the big DUH file:

Jeffrey, What’s the best way to handle NOT INTERESTED in telemarketing? John

John, Change your pitch to “interesting.” Jeffrey

Jeffrey Gitomer is the author of The Sales Bible, and Customer Satisfaction is Worthless, Customer Loyalty is Priceless. President of Charlottebased Buy Gitomer, he gives seminars, runs annual sales meetings, and conducts training programs on selling and customer service. He can be reached at 704/3331112 or email to

1999 All Rights Reserved Don’t even think about reproducing this document without written

permission from Jeffrey H. Gitomer and Buy Gitomer 704/3331112