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




(1) The Facilitator:

— Makes it easy for people to do their jobs.

— Uses key log technique to solve problems.

(2) The Enabler:

— Teaches people how and why, not just what.

— Keeps interference to a minimum.

(3) The Empowerer:

— Generates enthusiasm.

— Helps people discover better ways.

(4) The Guide:

— Sets a good example.

— Leads people to peak performance.

(5) The Encourager:

— Helps people believe in themselves.

— Lifts people when they feel down, but without assuming responsibility for their problems.

(6) The Complimenter:

— Tries to catch people doing something right.

— Gives compliments in public; criticizes only in private.

(7) The Peacemaker:

— Works constructively to settle disputes.

— Serves as an advocate to both management and workers.

(8) The Communicator:

— Listens responsively.

— Keeps constant dialog going.

(9) The Challenger:

— Shows people their potential, without highlighting their failures.

— Rewards people for their progress.

(10) The Evaluator:

— Makes clear what is expected.

— Inspects results.

— Let’s people know exactly where they stand.





(1) The Fog Maker:

— Keeps people guessing about what’s expected, how well they’re doing and what’s going to happen.

— Figures the fuzzier the instructions the easier it is to find

(2) The Exterminator:

— Motto is, “Come on, make my day!”

— Tells people to do it or get fired.

(3) The God-Player:

— Whatever people do is not good enough.

— Uses phrases like, “Any idiot ought to know better than that!”

(4) The Social Director:

— Often asks, “Is everybody happy?”

— Assumes personal responsibility for everyone’s problems.

(5) The Do-It-Yourselfer:

— Believes that, if you want something done right, you have to do it yourself.

— Is a collector of other people’s monkeys.

(6) The Carrom Shooter:

— Never talks directly to anyone. Takes pot shots at one employee through another.

— Carries gunny sack and stuffs feelings down in it.

(7) The Old-Timer:

— Often laments, “I remember when people used to work for a living.”

— At every suggestion, replies, “That’s not the way we’ve always done it.”

(8) The Paper Hanger:

— Doesn’t process paperwork; just shuffles papers.

— Motto is: “I know it’s in here, somewhere.”

(9) The Prosecutor:

— Publicly and loudly attacks anybody who errs.

— Assumes everybody’s guilty until proven innocent.


(10) The Wimp:

— Afraid to confront anybody.

— Hates everybody but wouldn’t dare tell them.


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