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


A salesman will fail because

1 – He does not have a wholehearted belief in his company, his goods and himself.

2 – He does not study human nature and apply what he learns in making sales.

3 – He is pessimistic, always looking on the dark side.

4 – He gets into arguments with the prospect instead of overcoming objections with suitable answers.

5 – He does not take proper care of his health.

6 – He does not use advertising and education literature to his advantage.

7 – He does not study and keep up on new developments and new sales arguments.

8 – He is careless about his personal appearance.

9 – He lacks knowledge of the business, lacks good judgment and enthusiasm.

10 – He wastes time criticizing the company and their methods.


“The salesman represents the only element in modern business which we can go on improving indefinitely.”

“The salesman is the only factor in the production end of the business which can be improved almost without limit.”

“There is a technical limitation which sometimes determines how far wecan go on improving our product, but there is no technical limitationto developing the minds, educating the souls, and improving the spiritsof salesman.”

(c)1924 from MANUAL for Milk Salesman by M.O. Maughan, B.S.; M.A.