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.

Dear Jeffrey, I really enjoyed reading your book, The Sales Bible. It is a wealth of information about selling. One question I have is you say in the book that when a customer gives a buying signal like “how much does this cost?” that you ask a closing question after that statement. When a customer does ask after you have been talking to them and you can tell they really like it, what should you say? I have been in situations where the customer says how much is it and I tell them and then I say well do you want to go ahead and get it. A lot of times they come back with we will think about it. What are your suggestions?

Mike, “How much does it cost?” is a classic buying signal. Try to get the prospect to visualize exact delivery so respond to the question by saying exactly how do you want it? (list all options or features agreed to) Or ask “Did you want us to deliver it or did you want to pick it up?” or “When did you want it?” then give the price. Then ask a question where no means yes like do you have any other questions before we make delivery? Take the assumptive position when someone asks how mush assume it’s your sale.

best regards


Dear Jeffrey, What can we tell Marketing to make sure they prepare Sales Kits that do the best that can be done for the field sales reps? Dudley

Dudley, There is no checklist or kit that will work “best,” as sure as there is no Santa Claus or free lunch. But here’s the rule of thumb if the marketing department can’t go out and make sales themselves it ain’t ready for the sales department.

Some standard items that are ALWAYS overlooked are things like:

1. A new sales approach

2. Ten new power questions

3. Known objections you will get and how to overcome them

4. Testimonials from the impact of the use of the product

4.5 Marketing’s written report of THEIR sales success (they actually tried it before they told someone else to go out and do it).

Some standard items that they are WASTING TIME AND MONEY ON

1. Brochures

2. Product one sheets

3. Forms

4. Print ads that are not backed up with sales programs

4.5 Butt covering

best regards


Dear Jeffrey, I am about to start my first sales job this Wednesday and I am extremely nervous. The job is selling internet web pages to area businesses. The only reason I am doing this is because once I get the clients then I get to do their web pages myself. I am extremely shy and an introvert. I admire you greatly so it is only appropriate that I call on your for advice…Do you have any advice for me? Gary

Gary, Yes you have nothing to fear if you believe in, and love what you do. Show people how you can help them grow and succeed, not what you are all about. Ask questions to get information don’t talk about yourself until you are asked by the prospect to do so. Get them to BUY. and, oh yes. ask for the sale don’t fear rejection it’s just a small lesson in life, not a personal put down when someone says “no.” Best of success to you. Jeffrey

Jeffrey, I have been thinking lately about maybe getting out of the insurance and investment field. Although I enjoy selling, I am not what you would call a “heavy hitter”. To make it in this business in the future you will have to be. I am at a crossroad. I am thirtyeight and planning where I want to be in ten, twenty years. I am concerned about what my other choices might be. Being straight commission I think I would like the opportunity to experience a salary with a commission. As you know this business is extremely stressful where

each day you start over. I am just not sure if I want my whole career to be to be based on that principal. In your opinion what might some of my choices be? I am very teachable, willing to adjust and change to whatever the opportunity might require. I realize you are not an employment agency but being the expert you are I would like to know what you think. On the humorous side of things I just wonder if there is life outside the life insurance field. Susan


Find something you would love to sell.

Find someone you would love to work for.

Find someone that will reward you for your hard work.

Find people you’d be proud to associate with.

Find someplace that’s fun to work.

Everything else will take care of itself.

Best of success to you,

Jeffrey Gitomer

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

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