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A Sales Principle That Leads To Wealth: It’s All About Them

| July 1, 2013 | 0 Comments

selling strategies      selling tips      Jeffrey Gitomer          

The key to mastering any kind of sales - a big sales principle - is switching statements about you – how great you are and what you do, to statements about them – how great they are, and how they will produce more and profit more from ownership of your product or service.

Here’s the Secret: Take the word “we” and delete it. Delete it from your slides, your literature, and ESPECIALLY from your sales presentation. You can use “I” but you can’t use “we.”

Here’s the Power: When you stop using “we,” you have to substitute it for the word “you” or “they” and say things in terms of the customer. How they win, how they benefit, how they produce, how they profit , how they will be served, and how they have piece of mind.

“We” is for selling. ”You” is for buying.

Mandate for Understanding: Go through your entire presentation and  record it. Listen to it actively – which means take notes. Count the amount of times you use the word “we.” Take out the “we,” and begin to make value statements instead of selling statements.

Here’s the reality in plain English:

1. The buyer, the prospect, and the customer expects you to have knowledge of their stuff, not just your stuff. To transfer that knowledge, the prospect needs to understand and agree with your ideas, feel your passion, feel your belief, and feel your sincerity beyond the hype of your sales pitch.

2. You have to know their industry, not just your product.

3. You have to know their business, not just your product.

4. You have to know what’s new and what’s next, not just your product.

5. You have to know the current trends, not just your product.

6. You have to know their marketing, not just your product.

7. You have to know their productivity, not just your product.

7.5 You have to know their profit, not just your product.


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Jeffrey Gitomer is the author of The Little Red Book of Selling. President of Charlotte-based Buy Gitomer, he gives seminars, runs annual sales meetings, and conducts Internet training programs on selling and customer service at He can be reached at 704/333-1112 or send an email to

Jeffrey is also the author of the upcoming book Lessons From Selling. To share your best selling story, lesson or tip for Lessons From Selling click here.



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