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

Untitled Document


1. Fear–Fear is how life insurance is sold. Fear is how tires are sold. Fear is how theft prevention/alarms are sold. Fear is the biggest of the motivators. Fear of loss is greater than the desire to gain.

2. Greed–Gimme, gimme, gimme. More, more, more. Greedy people are usually also price buyers.

3. Vanity–I want to be healthy. I want to be pretty. I want to be thin. I want to be good looking. I want to be an athlete. I want new clothes. I want bigger…(insert any word you want).

Jeff rey Gitomer , is the author of the bestselling book, The Sales Bible, and Customer Satisfaction is Worthless, Customer Loyalty is Priceless. 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

2003 All Rights Reserved – Don’t even think about reproducing this document without written permission from Jeff rey H. Gitomer and Buy Gitomer