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

Below, I have defined each principle for a better understanding of how to create your own philosphy:

I give value first. Evidence of the value I give can be found everywhere. My weekly column, my email magazine, and my Web site are full of free things you can learn from me. The value generates interest from others (you included). That interest results in sales. I help other people. To the ability that I am able, I provide help for other people. I provide help for people the same way others have provided it for me. I can’t help everyone, but I help as many as I can.

I strive to be the best at what I love to do. This statement is as much an affirmation as it is a philosophical expression. Striving to be my best means I never quite achieve it, and I am always trying to do better. In essence, it says that so long as I am alive, I will be a student.

I establish long-term relationships with everyone. This means in every decision that I make, I am thinking long term. When you think long term, it’s more likely that you will make better decisions, especially as relates to fairness and ethics.

I have fun and I do that every day. The daily dose of fun is as important a dose as you could ever find, or ever find time to do. By having fun every day, it means you’re smiling every day. And if you need a deeper definition of this, it probably means you’re not having enough fun.

I found out a secret. If you LOVE what you do, all of your days are the same – they’re holidays – and I wish the same for you.