21.5 Unbreakable Laws of Selling, a book by Jeffrey Gitomer on the fundamentals of the sales process, updates the ideas and good sales-floor practices that he has advocated for the last 30 years. While some of the RULES of sales may have changed in recent years, Gitomer argues, the LAWS remain the same. Learn them and sales will become easier and more rewarding. Break them, and you'll be fighting on price.

Below are the laws (and some elaboration in parentheses). Gitomer recommends you read each one aloud. Then go back and read them again, but this time with the words "You must" in front of each one.

Next, read them aloud with the words "I need to ..." added in front.

Finally, read them aloud, leading with the words "I will ..."

Implement the laws, and greater sales success awaits - along with a lot of accompanying hard work. OK, here they are: The 21.5 Unbreakable Laws of Selling:

Unbreakable Law 1: Attract willing buyers (by providing real value to them).

Unbreakable Law 2: Think Yes! (Foster a positive attitude.)

Unbreakable Law 3: Believe before you succeed. (Believe you offer the best service/own the best jewelry store in the world - beliefs control your sales performance.)

Unbreakable Law 4: Employ humor. (If you can make 'em laugh, you can make 'em buy.) 

Unbreakable Law 5: Build your own brand. (In sales, your name means everything.)

Unbreakable Law 6: Earn reputation. (Brand is the name - reputation is what people say about it, meaning you or your store.)

Unbreakable Law 7: Be assertive and persistent (or nothing gets achieved).

Unbreakable Law 8: Demonstrate excellence. (If you're not setting the standard, you're fighting price.)

Unbreakable Law 9: Deliver value first. (Value always trumps price.)

Unbreakable Law 10: Communicate in terms of them. (Think past the sale to the customer's genuine need and HER desired outcome.) 

Unbreakable Law 11: Ask before you tell. (Emotionally engaging questions are at the heart of the sale.)

Unbreakable Law 12: Serve memorably. (Service that people will tell friends about is a competitive advantage.)

Unbreakable Law 13: Exchange loyalty. (Loyal customers provide financial security.)

Unbreakable Law 14: Earn trust. (The key to selling, trust is built day by day.)

Unbreakable Law 15: Utilize voice of customers. (A testimonial is the most powerful sales tool that exists.)

Unbreakable Law 16: Discover the why. (Understand what your customer really wants.)

Unbreakable Law 17: Intend to achieve. (Your intentions will dictate the outcome.)

Unbreakable Law 18: Be perceived as different. (Differentiate with value, or die with price.)

Unbreakable Law 19: Perform dynamically. (Upgrade your presentation skills.)

Unbreakable Law 20: Attract, engage, and connect socially. (Take advantage of social media.)

Unbreakable Law 21: Earn without asking. (It's not the salesperson's responsibility to close the sale; his job is to prove value to the customer.)

Unbreakable Law 21.5 Love it or leave. (Would you do this work for free?)


This article was originally published in January 2014.

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