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Sam Taggart 00:38
Hi everybody. I’m here with Jeffrey Gitomer, the known author of The Little Red Book is selling and many other sales books. He has been an icon in our industry and those that are any good at sales should know who this man is so privileged and honored to welcome Jeffrey to the show. Well, I’m happy to have you on man. Thanks for thanks for jumping on and taking the time. Now. It’s my damn pleasure to be here. So I want to, there’s a lot of things I want to talk about. And I’m sure I get giddy sometimes when I when I dive into this, but I Anyway, I’ve read some of your books, I know a lot of your concepts. So I don’t want to like go away into this. But before, I guess door to door podcast, so for all the door to door people out there being in the sales world that you’ve been in video, teaching, writing, training, seeing them, if you had the chance to speak to all of the door to door people want you to send some door to door sales. What’s your background? What’s your opinion on it? Where I mean, obviously, we’re in forever changing world you just wrote a book called go live, but I am curious to say, you know, two cents to the world. Like what what? What’s your take on it?
Jeffrey Gitomer 01:46
Well, I’m a historian of sales. And I’m gonna let you take to your audience for just a minute, I’m going to let me bring something to the audience. We’re on video a lot of people will have, don’t listen to podcasts on video, which is foolish, because you don’t get to see the expression or the emotion. But I have something that I think will challenge your audience to think about door to door in a new way. So give me like 30 seconds. Not even, I’m still here, a little bit far away. Go. Boom. In the early days of selling, door to door was the way in the early days of selling door to door was the way and a company by the name of Four Brush lead the industry. They were way, way, way ahead of their time. This is the biography of a foot in the door by Alfred Fuller.
Sam Taggart 02:59
I have that I have not read that. But I own that book.
Jeffrey Gitomer 03:03
Freaking read it did mine is a signed copy, I think. Yeah. Mine signed by Alfred Fuller. And the reason is called a foot in the door and he taught his salespeople that they would open up, they would knock on the door, the woman of the house would answer the door, the sales guy would put his foot in the doors and the woman couldn’t slam it on him and allow him to give his pitch. sales people call each other pluggers. Because they would just do or die. To sell a brush door to door. Here is a picture of a bunch of them. And as you can see, they were grim. They were grim people. And oh yeah, I’m a big historian on especially on door to door sales. And I’ve coached a lot of people who still do door to door sales, whether it’s cable television, or alarm systems or whatever. And it’s a different world. It’s a totally different world, but because it’s rare. People are a little afraid, especially now you’re not going to do door to door and COVID but they’re going to be receptive if you have a right thing like hey, I just need a minute. I’d like to talk to you about your roof or I’d like to talk to you about your you know, I if I was selling roof repaired door to door, I would say tell me the last time your roof had a leak.
Sam Taggart 04:37
Jeffrey Gitomer 04:37
I don’t know. I’m gonna make the person think rather than try to say Hi, my name is Jeffrey and I represent the ABC roofing company and we’re great. I swear to God, kind of five to 10 minutes of your time I could bore the piss out of you with my slides. No, I want to know immediately. You know There’s all kinds of questions that you can ask, most of which are not good. And if you thought about it, if I’m selling cable services, and I’m knocking on somebody’s door, I’m gonna say to the woman, if you could have one channel on cable, and it was your only channel, what would it be?
Sam Taggart 05:28
That’s a really good question.
Jeffrey Gitomer 05:29
It’s a really good question. You know why? Because she’s going to say, well, it wouldn’t be sports. What does that tell me? I don’t go for the ESPN. Okay, or why probably be on his knee or something? What does that tell me?
Sam Taggart 05:43
She got kids. Right.
Jeffrey Gitomer 05:45
So the answer to the question qualifies the customer without you having to qualify anybody. And are some people gonna slam the door in your face? l Yeah. Listen, I cold called in New York City for three years Up yours as a greeting. And you just you had to just take it, people would slam the door in my face, and I would go, you mean you don’t have any time right now? I’d knock again. Every single time somebody slammed the door in my face, I would knock again. So the element like what do I got to lose?
Sam Taggart 06:15
I love it. The double knock. I have a YouTube video of me literally getting a deal. After a double knock. He’s like What the freak man I just like told you not interested in I somehow sold the dude and I got it on film. It was the most epic like, you know, one of those, like, Get the hell off my property slim, like right away. And then. And then all of a sudden I knock again in the shadow guy that’s filming. He’s like, are you kidding me are knocking again. I’m like, Oh, no, he didn’t give me enough time to tell him what I was doing yet. So.
Jeffrey Gitomer 06:41
Right, exactly. But people have no balls. That’s the problem. I think one knows enough.
Sam Taggart 06:47
Yeah. So let me just rewind a little bit. And I love that you’re the historian in this. So I actually might dive into a little bit more of the genealogies you’ve got, you know, a lot more years on me and experience and just the fact that you could whip out my underwear has a lot more years than you. I’m still young hustler, but there’s a lot of wisdom we can learn from, from you and your your sales trainings, and your studies and your story and elements of this. And thank you very much. So, you know, we appreciate you pioneering a lot in this space. You know, I look at guys like you and Brian Tracy and Zig Ziglar. And, I mean, there’s a lot of people not you’re not, you’re not there. Yeah, you know, you’re definitely younger than them but but but there’s people I looked up to in the sales world in the psychology world, that when I was going through my development and personal development sales, just you know, I I learned a lot, you know, and I found there were certain people gravitated towards or certain people that I resonated really well with, in the sense of their selling style. And, and you were always one I really liked how you ask questions and how you how you teach questions. And anyway, so so let’s rewind, like, how did you get in? Like, what was the first thing you sold? Like? What How did you even get into sales?
Jeffrey Gitomer 08:06
Tell us your door to door high school. I got a job after high school after high school in that summer. Selling Encyclopedia Britannica is door to door.
Sam Taggart 08:17
Jeffrey Gitomer 08:18
other freaking failure, utter fricking failure. That is you didn’t start off with the American photograph company. And it was selling baby pictures to mothers. So I had an address. I had an address to go to and I had pictures of their kids. And that was I was very successful with that.
Sam Taggart 08:39
I wonder if people could still do that now. I mean, now you got Instagram and stuff, but like, I wonder if that would work at me. No, no. I’m like, I look at some of the things.
Jeffrey Gitomer 08:49
This has replaced 1000 businesses.
Sam Taggart 08:53
Yeah, I got a smartphone. Isn’t that interesting though? Like what are some of the things that you’ve seen just die in even just direct sales? Like, I’m sure over the years like you think of Yeah, you saw pictures newspaper? I mean, who has newspaper routes like they used to you know
Jeffrey Gitomer 09:12
what fax machine? Yeah, fax, right. Who has a who moves into a neighborhood as a phone installed in their house?
Sam Taggart 09:20
Oh, yeah. So like so?
Jeffrey Gitomer 09:23
Yeah, nobody. So those things have evolved. Just like Encyclopedia Britannica has have involved encyclopedias. there they’re over. I don’t I can just go on another Google is probably more accurate.
Sam Taggart 09:38
So So how do you see the search? How do you how do you see the sales world shifting? So obviously, you’ve been in this whole evolution of sales where you are back in the encyclopedia and selling household pictures to people. So yeah, my dad did encyclopedias. My dad did Kirby vacuums. So I’m cut from door to door. I started in Georgia when I was 11. And I did like coupon books with my brother. And then I painted the addresses on the curbs. And we would, you know, go around spray painting with stencils, and some people could find you. That’s still I don’t think we’ll get innovated. I think you can always, you know, that’s always like a thing. Yeah. But anyway, so it’s interesting.
Jeffrey Gitomer 10:20
I sold candy bars door to door when I was seven.
Sam Taggart 10:24
And it still needs candy bars. So that will never go away.
Jeffrey Gitomer 10:28
No. So but but this is the challenge, the world has become virtual. And if you’re going to do something virtual, the best thing you can do is just have a group zoom. Call all your neighbors and say, Hey, I’m having a zoom meeting. And I’d like you to join, they’ll join. Interesting. And you could probably knock on 10 doors at once. Yeah. And when you make the sale, say Listen, I’ll give a discount today. If you give me the name of one of your neighbors. And now I have, I mean, I can make 100 bucks an hour by sitting on my frickin ass.
Sam Taggart 11:13
Do you have pants on right now? Jeff? I do. Okay, I was just checking. Okay. I didn’t know how COVID I used to. I was just making sure cuz I’m like, every once in a while. I’m like, I wonder if they’re just messing with us. And they just choose not to have their pants on today’s Yeah, I’m good. I I’m old school, I tend to get dressed. I’m just visit. Okay, so so let’s talk on that concept. This is like an aha moment for me. Because I’ve been watching people try to adapt due to COVID. Some companies are knocking with masks and staying six feet away after they knock. And you know, there is some regards, but some…
Jeffrey Gitomer 11:48
But you know what? it’s bullshit. Because everyone’s afraid right now. Yeah. Being afraid you need to stop going door to door No offense, but there’s better ways of doing thing. And now you just you don’t I don’t want you to pivot. I just want you to shift.
Sam Taggart 12:06
No, I like this whole zoom thing. So obviously, a lot of people are trying to figure out zoom. But what’s interesting, what you said is more of like a zoom party than just like a one on one zoom thing. So like, you’re saying, hey, how do I send invites and get 10 people on the same zoom and use the energy of a group and social like pressure to create even more deals. So I have a buddy Adam that does really well at like, Hey, you got referrals, bring them over, bring them over? And I’ll say, guys, and once I give you guys a cool group deal, and he sells a lot of alarm systems that way. And I never thought how much easier that would be to send out a zoom link to their network. Say, Hey, homie, I’ll give you 50 bucks. If you send this to 100 people right now, whether they get on the zoom or not just send this link out and say, Hey, you want to hear about XYZ product. And we’re all hopping on the zoom at 10. And you literally could probably just close in bulk. Like fast.
Jeffrey Gitomer 13:03
Yep. And, and it’s safe. It’s easy. You can Venmo me the money you can pay pal me the money. It’s not like it’s a big deal. Yeah, here’s my email address. There’s my Venmo account. Here’s my paypal account. Nothing is nothing. Everyone has an easy ability to pay right now. Everyone, Apple Pay boom to two seconds. You go to Whole Foods, you know, give him cash.
Sam Taggart 13:36
Okay, so let’s let’s get mechanical. So do you have any kind of steps or processes to make sure you tee up a zoom? Do meeting right to increase?
Jeffrey Gitomer 13:43
Show me one. Be well known and well liked? Okay? Because if you’re not well known, why am I going to meet with you? Okay, how are you? So I have to have a social reputation and or a neighborhood reputation to start. Okay. And if I have that, and then I have an offer that someone perceives as valuable, or information that someone perceives as valuable. So for example, if I’m selling home repairs, I don’t really want to buy your home repairs. But I do want to keep my attic warm this winter. Cool. And I do want to know the three most vulnerable places to break in to my home and see how they’re doing. So, right now, we’re in the street riding like jackasses. And I want to keep my neighborhood safe.
Sam Taggart 14:41
Yeah, yeah. No, I like this because it’s not Yeah, cuz if you post something on social media or a Facebook group, let’s see like a neighborhood Facebook group, and you’re just building awareness in there. It would be all about like, Hey, you want to find out how what are the three most vulnerable places in your home would be during this call? All right. I mean, it’s seven o’clock tonight, or, hey, do you want to figure out how to do a self inspection on XYZ? You know, join me tonight at XYZ. Um, I really think that that’s a very ended I also think just like, here’s the five tips on how to, you know, prevent bugs from coming in your house or whatever, like just giving and then just say, if you want to learn more and get more educated and self reliant, then hop on this. So I would say like next door apps, Facebook groups any other way to make it known in certain geographical areas. I mean, if you’re going to zoom, I guess you don’t have to be necessarily limited to unless you’re serviceable areas only.
Jeffrey Gitomer 15:40
Unlimited, you’re unlimited unless you’re driving a truck to somebody’s house to service them. If you’re if you have mosquitoes in your backyard as an example, and you sent me a thing on how to how to keep mosquitoes out of your house, I want to know that I hate mosquitoes.
Sam Taggart 15:57
Well, I mean, depends on the dynamic. Nobody likes us cheetah.
Jeffrey Gitomer 16:01
So it’s like, have you have you ever seen the Bean movie?
Sam Taggart 16:04
Yes. And whether at the end, the mosquito becomes an attorney. Already a blood sucking bearer parasite, all I knew was a briefcase. So good. Okay, so then your first step is be well known what’s next, like, Okay, I’m setting up a zoom call.
Jeffrey Gitomer 16:25
You will know and be well liked. Being well known be well liked, and be somewhat trustworthy. So I need a social reputation, some kind of platform to play with. And because I’m a one of the people on my zoom, and I can say, Hey, I’m going live in a little while I send that out to my to my Facebook group. Everyone has a group. Everyone has a group, every single person has a group. Some have 1000 people, some have 5000 people, but everyone has a group. Then you go live, and you talk about these three things. And you say if anybody wants this, I have this. It’s a special deal today, because you’re in my friend group. And it’s even a better deal. If you’ll refer somebody to me, I can give you this.
Sam Taggart 17:18
I think it was something interesting. In door to door sales, and I’m guilty of this. I was so good at knocking doors that I failed to innovate. And I failed to bring out the creativity in me to go create other opportunities without knocking the door. Right. And so a lot of times I would fail to even I get referrals, and I fail to even call them because I my gosh, it’s a waste my time like and and I know that sounds really weird to most people. And but I think one of the biggest problems is we just say, well, there’s an endless amount of doors, I’ll just keep knocking but but it’s like when Wouldn’t you rather have like a warm, like interested buyer sometimes. And a lot of people don’t get creative on multiple channels to figure out how to create business for themselves. Because, you know, I know a lot of roofers, I just got off a call with a client. They’re a $30 million roofing company out of Atlanta. And I asked him I was like on a scale of one to 1010 being like, you’re a door to door company, like everyone in your company is nine o’clock to 9pm. That’s a tenant attend. And one being like, nobody knocks ever is like we’re like a five he’s like all my top producers don’t ever knock. I was like, Wait, are your top producers don’t ever knock and he’s like, well, they’re just so busy getting so many referrals that they don’t have time to knock.
Jeffrey Gitomer 18:35
And I’m how’d they get referrals? And the answer is they knock. They start so everyone has not,
Sam Taggart 18:42
you know, they started there. They started there. They had employment, they had to go build a client base, they had to go get a hustle. But I thought it was interesting because then he tells you about his top Rep. And he says my top rep is so efficient, it’s setting up and he doesn’t do a lot of virtual but he does a lot of phone calls. He’s like I know how to milk one customer and get myself 10 customers. And he’s like and the guy just is always going to his next appointment is leapfrogging on leapfrogging on leap frogging. So I guess, you know, let’s say that I am a door knocker and I have not done I have a client base that’s pretty big. And I am pretty well known and I have some reputation in the neighborhood or area or whatever. How do you I mean, you’ve probably taught on referrals like how do I increase my, my referral game like what what two cents Do you give on somebody trying to boost their referral game? What’s good ways to ask what’s good things not to say when you’re trying to ask like, how do I get one customer to make me Ted?
Jeffrey Gitomer 19:38
Well, let’s take anything Give me an example of somebody knocking on a door. Is it for home improvement? Is that a burglar alarms?
Sam Taggart 19:47
So let’s say it’s solar. So I’m in solar, I just set you up with solar. I’m going to say hey, let’s get rid of your power bill. Let you own your power, you know and help the help the planet Yeah, you’re happy with it now?
Jeffrey Gitomer 20:04
Well, I, here’s the deal. We just installed something. And I have the presence of mind to take a video of you, before the installation takes place and ask you up to this point in time as Jones, why did you choose us? And what are you hoping for? And then let’s make another video during the installation. And then I’m going to take another video at the end of the project where the where the with the installers clean, Did everything go? Well, it’s absolutely amazing. I said, Let’s fast forward 30 days from now, and I’ll be back. And all I’m asking for is a cup of coffee. All I’m asking for is a cup of coffee. So I’m gonna go in with my, with my iPhone. That’s all I need. I have everything I need to run my business is right here. And I’m going to go in and I’m gonna say, Okay, how was your electric bill last month? It was kind of zero. Geez, what a nice surprise, huh? What would you say to the people who live next door to you on both sides? And I’m going to film it. I’m going to say, well, let’s go talk to him. I’m not asking him for a referral. I’m taking action.
Sam Taggart 21:39
Jeffrey Gitomer 21:43
Good. I think when you ask for a referral, you put people in a very awkward position. You know, an insurance guy who sells insurance. And he says, Hey, you know, I run my business on referrals. And I was wondering if you know, anybody that can, and the guy goes, Well, um, let me think about it. And I’ll call you. And the guy doesn’t call. And a week later, the insurance guy calls back and says, Hey, I know you’ve been busy. But I wonder if you had time to think about those referrals I asked you for? I’ll never take that guy’s call again. Ever. Ever. I want to talk to that guy. Yeah.
Sam Taggart 22:26
I’m a taker. That’s what I was gonna say he’s a taker.
Jeffrey Gitomer 22:29
But But if my insurance guy calls me up and says, Hey, I just went to a seminar about how to live an extra five years. Are you interested? Yeah. Could you bring a couple of your friends over? Sure. All my friends are old. buckers. No problem. So that’s how I’m looking at it. And I’ll bring five people that are they referrals? I know there are people who want to live longer. Could they be customers? Oh, yeah. Would they be the same people that I would have asked for a referral for Yes. But if there’s value versus just gimme, gimme, gimme. I’m not interested if you just want.
Sam Taggart 23:09
So I love this. I love this. Let’s go a little deeper. I’m sitting there with customer deeper.
I got a chart. I got this in your bill.
Sam Taggart 23:17
I said, “Okay, Bill me for my Instagram at the Sam Taggart, you got me?” Like, go do that. I like the mechanics. I like that you’re sharing that and I appreciate what you’ve shared so far. One other thing. So I’m sitting with customer. I’m like, hey, let’s post this. Like, let’s build this little video and see that you loved it.
Jeffrey Gitomer 23:38
What’s it like to document? No, I don’t want to film a video. I want to document what has happened so far.
Sam Taggart 23:45
Yes, that’s a good way. Okay, this is what I’m asking for is what’s the word tracks to use? I want to track document not video document. I’m going to document what’s happened so far. And then how do we get them to take action? If I’m not going to take them over to the neighbors?
Jeffrey Gitomer 23:59
I’m not going to send them a copy of the video. I’m going to post the video up on my Facebook in essence to put it on theirs. Okay,
Sam Taggart 24:07
So I hey, well, you put this on your Facebook. Perfect. Anything else you do? How would you say hey, let’s text a couple people right now.
Jeffrey Gitomer 24:18
I’m on a mailing list. Okay. And I’m going to talk about Home Equity improvement every month. Okay, good. So I want to build equity in my home. I don’t necessarily want to buy stuff. I want to build equity. Yeah. So I want to say what’s the you know, the value of a 10 year old air conditioner versus the value of a brand new one. Everybody has a 10 year old appliance in their place. We just replaced our water heaters. Yeah, we were like I had a 20 year old water heater. It was full of so much crap that the plumber couldn’t even take it out without a cart.Couldn’t even empty
Sam Taggart 25:01
So it’s just how do you go? Because I think the natural salesman goes right to the juggler, right? They go right into like, buy my shit.
Jeffrey Gitomer 25:09
No value, right? There’s no value. I don’t perceive that this person knows what’s inside their water here.
Sam Taggart 25:17
And the problem, especially as referrals as we don’t, we think like, Oh, you got to be interested in more knives, right? Like no, like,yeah, I’m not.
Jeffrey Gitomer 25:26
i know, I would say, tell me about the last time you cut yourself.
Sam Taggart 25:30
There you go. Tell me about that. I love it. You
Jeffrey Gitomer 25:34
You know what, if you haven’t cut yourself in the last two years, it’s quick. Your knives are too dull?
Sam Taggart 25:39
Yeah. You need to cut yourself more often. Yeah, it’s like, why are you cutting yourself? Or do you don’t cook and you? Don’t you don’t want to do to kill you. That’s good. Let’s go knives was not successful on accident. So let’s kind of shift gears a little bit. Um, what’s the most number one common mistake you see in any salesperson?
Jeffrey Gitomer 26:03
not believing or not loving what they sell?
Sam Taggart 26:06
And if I don’t necessarily believe and I don’t necessarily love it, any advice? Yeah, get another job. Okay, that’s I am curious how you would say that, because I think a lot of people are afraid to say, you know, I, I’ve had to shift industries a few times, because I truly felt fell out of love for what I was pushing.
Jeffrey Gitomer 26:26
And go. If you don’t love what you do, how are you going to be passionate about it?
Sam Taggart 26:31
Yeah, you sit there with a customer? You’re like, yeah, I guess you’re right. You don’t really need it. Exactly. That’s the last I don’t even need my damn self. Yeah, like, I don’t use it. I don’t need it. Like, why am I selling this? And, and I think a lot of people they get into a product, they get into a service that they never even realized why they’re selling it. They just heard dollar signs at the end of a commission, and then six months into it, they go,
Jeffrey Gitomer 26:56
I’m going to tell you about one of the most successful life insurance agents I ever knew. In New Jersey in 1973, the twins were just born. I need life insurance, like I need a third nostril. And the guy who was selling to me was the guy named les triband. We had exactly the same bank and banker Frank Knox was kind of a heavyset guy. nice, friendly, happy go lucky kind of guy. And I kept putting less off, I don’t bother me. I don’t need insurance. It’s all bullshit. I’m not going to die, lobby dot one day. I’m Les triband. knocks on my door. He said, Hey, you know Frank Knox? I go, yeah, of course I do. He died last night. I just sold him an additional $100,000 on his life insurance policy that paid off his house, and he’s going to put his kids through college. Can I come in? I have a piece of paper I needed to sign is hitting a believer so deep so quickly, because he saw what it did. And it worked. And I signed it, by the way.
Sam Taggart 28:11
Jeffrey Gitomer 28:12
So that the challenge is if you don’t believe deeply in what you’re doing, you’re screwed.
Sam Taggart 28:19
love that. Okay, so nother question. If I’m in a sales slump, how do I get out of a sales slump? I’m sure you’ve been asked that question a lot. Like I’m sitting here. You know,
Jeffrey Gitomer 28:31
Door to door business, Sam, you take a lot of rejection. Yes. And you get in a funk by becoming rejected negativity. If you can’t take rejection, door knocking is not going to be your best option. It’s as bad as talking to people on the phone and cold calling, because they just hang up on you. At least with door knocking, there’s a kind of a face to face thing where you have a shot at it. But the bottom line is this. If you’re in a funk and you want to stay in the job, then you have to go back to the 10 sales that you made or remind yourself how you made them. Maybe even go back to the people that you sold to and ask them why they bought from you. And if they tell you why you can knock on the next door go Hi, you don’t know me. My name is Jeffrey Would you like to know why the last 10 people bought from me? I
Sam Taggart 29:28
love that. It’s a mental conditioning of like positivity in all you
Jeffrey Gitomer 29:33
look you back to where you you put you back to where you were and takes you out of the funk.
Sam Taggart 29:38
Yeah, because it’s like, you know, they’ve always said the easiest time to get a sale is right after sale. Well, if you haven’t, then there’s no easy time to get it.
Jeffrey Gitomer 29:47
Here’s the deal. If you don’t love it, you’re never going to get back in that groove.
Sam Taggart 29:53
How do you how do you know get it? Here’s another follow up question. How do you know if you’re just not cut out for sales or if you’re actually Master sales. Is there a determining factor? Is there a timeline? Is there a is and I know this is a hard question.
Jeffrey Gitomer 30:06
Sales is a feeling. And and I don’t have to tell you what it is you already know what it is. I know what it is. And I’m trying to help other people say yes to me. I’m not trying to sell them. I’m trying to get them to buy. And I’m going to discover why they buy and that’s going to help me help them. I’m not in sales, I’m in help. I sell to help. Hmm. And so if I use that as my philosophy rather than sell to make a commission, I got a shot at it. And if I don’t, I’m dead, and I’m dead in the water. Now, I’m going to tell you that we now have three more minutes to play. Is that cool?
Sam Taggart 30:51
Yeah, I’m wrapping up. All that I’m not in sales. I’m in help. And I think the more you can believe that, because I think what happens is people get this demeaning feeling inside of themselves. And they beat themselves up as if they’re like, manipulating and hurting people. Versus helping people and it’s right.
Jeffrey Gitomer 31:09
Yeah, I got a i got i needed him. No, you don’t need the money. You need to help people, you help people. You’ll be fine. You don’t help people, you’re not going to be fine. I can read it. I can feel it. I can smell it. sincerity. I can smell it.
Sam Taggart 31:25
I truly believe. And this is something I tell all my sales people as I say, you can’t fully serve anybody until you close them. You know, I mean, like having a carpet sales conversation as a close anybody having a sales conversation doesn’t serve them until they buy and transact and reap the benefits of your product. You can’t serve that. So then you have to become a good closer. Good presenters don’t make money. Good. Presenters don’t help people. Good closers help people.
Jeffrey Gitomer 31:53
So here’s the deal. My my unknown, never met the guy but the best guy I know writing about sales was a guy named Elmer Letterman from New York City sold life insurance to celebrities. And his book is the sale begins when the customer says no. When the relationship begins when the customer says yes. And your job is to get them from no to Yes. To referral. No, yes, referral. That’s the deal. And if you do that, on a cold basis on a Dornoch basis, dude, you win. And you win big
Sam Taggart 32:37
on that. Well, Jeff, I appreciate you getting on the show. And I want to be respectful of your time. And this has been very insightful. I mean, I think a lot of our listeners will obviously get a lot out of this. If you haven’t gotten his books, you know, you’ve got a little book or a little red book of selling is kind of your main featured, everybody knows but you’ve got a new one coming.
Jeffrey Gitomer 33:01
Look, it’s the best selling sales book of all time.
Sam Taggart 33:05
So it’s that’s kind of a that’s kind of a good claim to fame. I mean, when somebody can say Oh, yeah. Selling sales book of all time. That’s like, it’s kind of a big deal. So anyway, hey, let me let me ask you this your most other than your own books, if you had to recommend any other best sales book to the you know, out of your knowledge of books, what book would you recommend in sales? If I’m a salesman, what books I read first.
Jeffrey Gitomer 33:34
And 1937 Napoleon Hill wrote and published Think and Grow Rich, everyone knows. In 1939, Napoleon Hill wrote a book called How to Sell your way through life that nobody knows. And that’s the book I would recommend you can buy it in paperback copy now for 10 or 20 bucks. I recommend everybody buy it.
Sam Taggart 33:59
Awesome. I’ve never read that one. Believe it or not, I’ve read outwitting the devil which was one of my favorites of his that was published later
Jeffrey Gitomer 34:06
A good one but I’m telling you how to sell your way through life will bring you to your sales knees.
Sam Taggart 34:13
That I’m in mean, any last parting words with to the deity tribe or any other advice like one if you had to say like one little in a one sentence advice if you had to say to all the DDD world, what piece of advice would you give them?
Jeffrey Gitomer 34:29
Be happy when someone says no to you?
Sam Taggart 34:33
Jeffrey Gitomer 34:35
You bang on the door, and somebody says no. And you say, hey, I want to thank you for saying no to me. Because it usually takes for people to say no, until I can get a yes. And so far this morning, you’re only my second. No, I wonder if you knew anybody else that might not be interested.
Sam Taggart 34:58
Also the No, I love it. Never gonna yes is until you get nose. I love it. Hey, pleasure, anytime and I’ll send you some stuff and we’ll get this out there and if you guys got some value from this and appreciate and learn something please share this and tag Jeffrey and go get his books really good stuff guys thanks man!