The Little Red Book of Selling
The Little Red Book of Selling is a concise, high-impact guide that distills timeless sales wisdom into practical strategies that can be applied throughout a lifetime. Written by renowned sales trainer Jeffrey Gitomer, the book introduces his 12.5 Principles of Sales Greatness, helping readers understand not only why sales happen, but how to consistently improve their selling skills. The principles are organized into three core areas: developing success habits, preparing to win, and executing effective sales conversations. Packed with clear answers to the most common questions sales professionals face, the book focuses on building confidence, credibility, and long-term performance rather than short-term tactics. Through proven, real-world insights, readers learn the fundamentals of modern selling, from mindset and discipline to creativity and relationship-building. The Little Red Book of Selling serves as both a practical playbook and a powerful reminder that lasting success in sales comes from the right attitude, consistent preparation, and a commitment to excellence, making it an essential read for anyone looking to build or elevate a career in sales.
THE 12.5 PRINCIPLES OF SALES GREATNESS
Principle #1: Kick your own ass
Principle #2: Prepare to win, or lose to someone who is
Principle #3: Personal branding is sales: It’s not who you know, it’s who knows you
Principle #4: It’s all about value, it’s all about relationship, it’s not all about price
Principle #5: It’s NOT work, it’s NETwork
Principle #6: If you can’t get in front of the real decision-maker, you suck
Principle #7: Engage me and you can make me convince myself
Principle #8: If you can make them laugh, you can make them buy!
Principle #9: Use CREATIVITY to differentiate and dominate
Principle #10: Reduce their risk and you’ll convert selling to buying
Principle #11: When you say it about yourself, it’s bragging. When someone else says it about you, it’s proof
Principle #12: Antennas up!
Principle #12.5: Resign your position as general manager of the universe
ABOUT THE AUTHOR
Jeffrey Gitomer—often referred to as “The King of Sales”—is one of the world’s most influential sales experts, keynote speakers, and thought leaders in sales performance and personal development.
His sales philosophy is built around a simple but powerful idea: people don’t like to be sold to, but they love to buy, and the most successful sales professionals are those who focus on creating value and helping customers win.
A seasoned sales veteran, Gitomer has advised and trained teams at some of the world’s most recognizable companies, including Apple, Coca-Cola, Microsoft, and many other global enterprises.
Gitomer is also a New York Times bestselling author, best known for influential titles such as The Sales Bible, The Little Red Book of Selling, The Little Black Book of Connections, and The Little Gold Book of YES! Attitude.
Through his books, speaking engagements, and training programs, he continues to shape modern sales education and inspire professionals worldwide to elevate their performance and results.