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

And here are THE BIG THREE:

10. Trying to overcome objections with your words rather than customer testimonials. An objection is a statement that says “you haven’t sold me yet, but I’m interested.”
Flawless: Use testimonials to overcome objections. This is a complex process, but the most (only) powerful way to put the doubt of the prospect to rest. NOTE: If you are forced to use your words, rather than make statements ask compelling (not sharp angle old-world-sales-type) questions.

11. Making a verbal agreement for the next step of the sales cycle. The most fallen-into sales trap is agreeing to let the prospect “get back to you with an answer.” Letting the prospect call you (aka: givingaway control of the selling process) “I’ll get back to you tomorrow,” is the biggest lie told to you by a prospect besides. “I can get it someplace else cheaper.”
Flawless: Make a firm appointment for a follow up call. Make your prospect write it in his or her day planner – YOU make the call at the appointed time – send a reminder with something of value (an article about employee productivity or something.)

12. And the worst of them all: Giving the price before someone asks for it. The biggest buying signal in the world is “How much is it?” Most salespeople go right past it or never allow it to occur. Wanting the price is an indication of interest to buy.
Flawless: don’t give a price until someone asks for it, and ask for the sale at the same time.

12.5 There is one flaw that I have found to be the most damaging to both the prospect and the salesperson but it’s not an outside flaw – it’s an inside flaw: Thinking you are smarter than the prospect. Condescending, interrupting, assumptive, crass, and impatient salespeople are the ones who lose sales and blame others.
Flawless: Polite humility. Employ the Gitomer Diamond Rule of Sales and Service:

Do unto customers as you would like to be done unto
when you’re a customer.