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



Concentrate on the message of help that you provide to your customers in a way that they perceive that your company is dedicated to helping them build their business in whatever you do. If you sell janitorial supplies, it’s about clean bathrooms. If you sell printing it’s about image. If you sell computers, it’s about productivity. Here’s the challenge. When you read my weekly ezine, Sales Caffeine, it’s a value message that helps my customers make more sales. I don’t have to say I’m ethical. What I have to do is provide help in a way that my customers perceive that they are getting help. That value message will be spread to others and my reputation will be established without me having to say I’m the greatest or “look at me”.

2003 All Rights Reserved – Don’t even think about reproducing this document without writtenpermission from Jeffrey H. Gitomer and Buy Gitomer o 704/333-1112