Ask Jeffrey about sales and you get (real) answers.

Ask Jeffrey about sales and you get (real) 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 (real) 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 threefold. First to give you a sampling of what people ask, second to assure you that you are not alone in experiencing the weirdness that everyday selling seems to breed, and third, to apply the answers to your selling situations (even though they may not address your specific business).

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

Mr. Gitomer,
What is a good way to communicate with a potential customer who won’t return your phone calls when you try to make an appointment?
Thank you!

Dear Sarah,
The key word is VALUE. Create a value message (an out of the ordinary fact or tidbit that separates you from the rest) that compels the prospect to call you give them information they can use to succeed, not a bunch of crap about who you are and what you want.
Best regards,
Jeffrey Gitomer
PS The best way NOT to get your call returned is to tell them how you can “save them money.”

Dear Jeffrey,
I’m trying to get a job at a software company they are making me write a marketing plan My question is, What resources are you aware of that would be of use in writing a marketing plan, what should my points of emphasis be, and what other suggestions do you have? Thank you for any help you can provide.

JE, Your dilemma is a common one test the creativity of the candidate. Here’s what I recommend:1. Go to the web look up other software programs that are similar look at their strategies incorporate them show you have considered the competition in your plan as well.2. Be brief one or two pages at the most talk about things that will attract, not just sell3. Include networking your personal marketing before and after work4. Offer new ideas be bold and differentiate yourself from the other candidates4.5 Own the plan put your copywrite at the bottom so that if they don’t hire you, they can’t use your brilliant ideas.Best of luck, Jeffrey Gitomer

Jeffery, In our industry customers are satisfied when the job is priced at cost then they can add to the order promising to pay later and then hack the invoices later. What should I do? Take them dancing? Joe

Dear Joe,
Ask them to dance first get up front agreements that both of you can live with meet and strike an agreement so that both of you can prosper that way they can get the service they require and you’ll still be in business to provide it.
Best regards,
Jeffrey Gitomer

What is the best way to get feedback from a customer after a project is complete. Are phone calls to customers asking for feedback an effective tool?


Question: I work with a group of 4 to 6 commercial lenders, some quite experienced, some just starting. We have an ongoing problem with our weekly sales meetingsthey suck. Any suggestions as to how to kickstart them?

The key words are fun, new sales information, real world, and encouraging. And did I say fun? Set the tone of the meeting with great food the best coffee, fresh orange juice and just baked breads. Start by celebrating your victories. Let your people tell the three best success stories of the past week.

I need an idea for a short mission statement for this year. Our kickoff meeting is this coming weekend and we usually like to have a short statement. Last year was ‘Search & Conquer’. Any ideas?

how about…
interact and connect
make ’em say WOW!
ask more, talk less
don’t sell, make ’em buy
or the ever popular sell or be fired

Best regards

I welcome your questions and ask you to send me your biggest challenge so I can help you and others get better. Go to go to SALES HELP, select I NEED JEFFREY’S HELP and fire away.

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 weekly sales meetings via the internet, and conducts training programs on selling and customer service. He can be reached at 704/3331112 or email to