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 gitomer.me.


Here are some strategies and examples of personal commercial engagement:

THE “GIVE FIRST” COMMERCIAL: A five-second question that will completely engage the other person without you ever saying one word about yourself. Exchange names, and then say the following: “Bill, I meet a lot of people, and one of the best ways for me to get to know them, and for them to know me, is to ask `what’s the perfect customer for you?’ And after you’re done, I’ll search my mental database and see if I know anyone that might be a good prospect for you.”

THE “WHAT DO YOU DO?” COMMERCIAL: This question has been asked of me (and you) thousands of times. Someone is ASKING for your 30-second commercial. I take my coin business card, hand it to the person and say, “I’m the best sales trainer in the world.” People are forced to look at the coin. Most have never seen a coin-card. We may chat about it for a minute. Then I ask, “How many of your salespeople didn’t make their sales-goal last year?” And we’re off to the races – fully engaged.

UNFAIR ADVANTAGE: If I’m going to a trade show or a networking event, I’ll take a dozen books with me and sign them to some of the people I meet. For the cost of a book, I’ve created a whole different level of engagement.

THE FUNNY COMMERCIAL: When someone asks me what I do, I say, “I help large companies with their sales training budgets, until there’s none left.”

THE FUNNIER COMMERCIAL: I was sitting next to my photographer, Mitchell Kearney. We were giving 30-second commercials to our networking group. Mitchell had one of my books in his hand opened to a photo of me that he had taken. Suddenly (without warning), he grabs me by the shirt, yanks me out of my chair and yells, “Ya see this guy?” Then, pointing to my photo in the book, yells, “I made him look like this!” The crowd roared, and Mitch made sales that morning. A ten-word commercial. Maybe the best one ever.

THE “CREATING A DEFICIT” COMMERCIAL: (You sell life insurance and financial plans) Begin by asking two questions: “Bill, how much money do you think you’ll need to retire?” (You wait for an exact answer.) “And how much of that do you have right now?” (And you wait for an exact answer.) And then say, “My job is to get you from where you are, to where you want to be. And I don’t know if I can help you or not, but if you’ll bring me some of your pertinent data to a short breakfast at our mutual convenience, I’ll take a look at it. If I think I can help you, I’ll tell you. And if I don’t think I can help you, I’ll tell you that too. Is that fair enough?”