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


Price is an excuse for my sales skills are not that good.
Price is an excuse for my inability to prove my worth.
Price is an issue because salespeople let it be an issue.
Price is the best part of selling. It’s where weak salespeople die and great salespeople make a profit.
Price is the difference between short term transaction and long term relationship if value is the driving reason to purchase.
When service is needed, the price that was paid is forgotten. All thatmatter is response. That response sets the tone for the next purchasewithout respect to price. Therefore, do not sell price. Sell service.

Jeffrey Gitomer is the author of The Little Red Book of Selling and The Little Red Book of Sales Answers.President of Charlotte-based Buy Gitomer, he gives seminars, runsannual sales meetings, and conducts Internet training programs on salesand customer service at He can be reached at 704/333-1112 or e-mail to

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permission from Jeffrey Gitomer and Buy Gitomer 704/333-1112