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 dont ask.

Jeffrey, my question isI have recently began a career in financial services… (insurance, investments) During the summer months, I utilized my previous background (golf industry)to bring clients to my “comfort zone”… the golf course. Now that winter is coming in New England, my business will suffer because my confidence indoors is not quite the same. Any advice?? Thank you for all your great stories and lessons Jeffrey.

Dear Bill, Go to a driving range that has some heat meet people there for lunch and drive a bucket of balls meet at a golf store where they have a computerized game play St. Andrews with them. Bring the golf pro to lunch and have a 15 minute lesson on putting or chipping get outside the box but stay on the fairway. Best regards, Jeffrey

Hey Jeffrey! Do you have any innovative, fun, yet diplomatic ways to grab her attention to the degree that she may at least return my call. Thanks again for your advice, and I look forward to your response when your schedule allows. Your loyal reader, Peter

Dear Peter, She obviously has a relationship with someone else that she’s happy with my recommendation is that you leave a message with one of your tips for retaining employees or upping employee morale, or eliminating the pain of relocation, or increasing employee productivity. At the end of your message say “If you’d like to make a comment my number is .”

Do it every day for thirty days every week send her a printout of the tips with your number real small at the bottom keep it up until she calls.

Best of voice mail success, Jeffrey Gitomer

Jeffrey, my question is…I am in the school fundraising business where there is a revolving door of volunteers who are mad when you call them at home but they are the decision makers. How do I contact them to get the appointment without hounding them? How do I build a relationship when they change every year? Thanks, Sherri

Sherri, You have a problem, and the ONLY answer is testimonials. Get someone in a decision making capacity who used you, and loves you, and made money from you last year, to call the new decision maker on your behalf this is the only way I have found that works. Best regards, Jeffrey Gitomer

Dear Jeffrey, Question, do you have any suggestions that might help me befriend corporate leaders like this without them getting intimidated, and two, do you know of any OTHER marketing consultants who work in this kind of proactive manner? Thanks, Rick

Rick to succeed at what you want to do, they have to find you (like you found me) writing and speaking are the best ways of getting in front of people who can say yes to you a sales call will never work, a referral MAY get you an appointment but a credible article or speech will get a qualified prospect to call you a prospect who is interested in buying. Thats a response that will lead to a sale. Best regards, Jeffrey Gitomer

Dear Jeffrey, I have a particular problem with one insurance agent in South Carolina. My bid is significantly lower with increased coverage, but the prospective clients have not moved their coverage, despite our whole firms best efforts. We have an excellent sales history but have a hard time breaking into a new market in SC. Please help. Fred

Dear Fred, Someone has a better relationship than you and you think it’s about a better price it should be obvious to you that price is not the deciding factor build the relationship. Best regards, Jeffrey Gitomer

Dear Jeffrey, How much should we invest in a website? Phil

Dear Phil. Ten grand more than your competition. Jeffrey

Got a question? Got a great sales story? Go to and click Challenge Me.

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