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 objective of this formula is to incorporate personal information about the prospect into the sales presentation and the sales process.

The result of which is a sale and a relationship. Assumptions…

  • Determine what personal information to get.
  • Determine where, how and from whom to get the personal information.
  • Document the personal information received.

This sales formula also assumes that you have uncovered (and listed) the TRUE NEEDS OF THE PROSPECT. You must gather information – AND determine needs. If you haven’t got a need to fill, you haven’t got a sale to make – no matter how much personal information you’ve got.

10.5 Step Formula to How Sales are Really Made.

Step 1…How I can help? Don’t think sale — think help. Don’t think me — think you. Don’t think features and benefits, think use.

Step 2…How can I give? Is there a way to get your prospect business before you ask for his? Is there a way to recommend him to others? Is there any other way to help based on the personal information I’ve gathered?

Step 3…What is my biggest common bond with this prospect? Finding a true link with the prospect. A link is something you both know about and do with a passion.

Step 4…How should I prepare? What do I need to bring to the table. What does my prospect need to decide? How can I incorporate personal information into the sale?

Step 5…What can I talk about? Here is where personal information begins to become the link between your product and your prospect. Talk about things in common throughout the presentation (and follow-ups).

Step 6…How should I act? Relaxed, professional, friendly, friendly, naturally, enthusiastic, happy.

Step 7…How should I dress? The same as the prospect, or better.

Step 8…What is my plan to build the relationship? Decide (plan) how to use the personal information once you got it. What am I going to do to build a friendship? What will make me memorable? How am I going to separate myself from competition?

Step 9…What is my plan to make the sale? Write the plan. List the obstacles. List people who can help. List your plan step by step.

Step 10…Act on your plan. Have a firm start date and a goal end date.

Step 10.5…Determine that you will do whatever it takes to make it happen. Dedicate yourself to winning. Have fun at it every day.