Definitions (Salespeople)

Definitions (Salespeople)

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


The reality of buying motives is that they are the least understood and most powerful element in the entire selling process. When you discover why people buy you unlock the emotional trigger that culminates in a purchase.

A loyal customer is someone who has purchased from your more than once. They may not be satisfied. Satisfaction doesn’t matter when loyalty is at stake. Satisfaction can lead to loyalty, but it does not guarantee it. A loyal customer is an opportunity to earn a referral and a testimonial. But the biggest opportunity with a loyal customer is to discover why they’re loyal to you — document it, and repeat that process with all your customers.

A value message is one that you convey to your customers, and potential customers, that they perceive as valuable. It’s not a sales message; rather, it’s a message about how their business will benefit from or profit from your product and your services. The most valuable value message is about their business.

The reality of a positive attitude is that most people don’t possess one. This is not just for you, this is how to understand and communicate with others. Most people don’t study attitude, most people don’t understand positive attitude, and most people don’t understand the lifelong value of positive attitude.

HERE’S THE REALITY: Not everyone is positive all the time. Me included. I have a positive attitude, but I don’t always display it at every opportunity. My attitude stays positive by the way I recover from minor incidents and altercations arising from life’s daily crap.

Jeffrey Gitomer, author of The Sales Bible and The Little Red Book of Selling. President of Charlotte-based Buy Gitomer, he gives seminars, runs annual sales meetings, and conducts Internet training programs on selling and customer service at He can be reached at 704/333-1112 or e-mail to

r 2006 All Rights Reserved. Don’t even think of reproducing this document without written permission from Jeffrey H. Gitomer 704/333-1112