Jeffrey Gitomer's 21.5 Unbreakable Laws of Selling

1. Attract, Don't Chase: Become a Magnet for Willing Buyers

Enough value, put out consistently over time, means your phone will ring – with customers who want to buy.

The 95/5 Proposition. Gitomer highlights the stark contrast between attracting inbound inquiries and making unsolicited cold calls. When a prospect calls you, the odds of making a sale are around 95%. Conversely, cold calling results in a 95% rejection rate. This underscores the importance of shifting from a chasing to an attracting mindset.

Value-Driven Marketing. To attract willing buyers, focus on becoming a consistent value provider. This involves creating and sharing valuable content, building a strong reputation, and leveraging social media to broadcast your message. Instead of pushing sales messages, aim to pull customers in by offering insights, solutions, and helpful information.

Long-Term Strategy. Building a platform that attracts willing buyers takes time and effort. It requires consistent work, a clear value message, and a commitment to providing exceptional service. However, the long-term benefits of having a steady stream of inbound leads far outweigh the short-term gains of cold calling.

2. Think YES!: Cultivate an Unwavering Positive Attitude

Attitude controls, rules, affects, and directs your career, your family life, your personal life, and you.

Attitude is Everything. Gitomer emphasizes that a positive attitude is fundamental to success in sales and in life. It affects your relationships, your business outcomes, and even your health. A "YES! Attitude" goes beyond simply being positive; it's about embracing possibilities and believing in your ability to overcome challenges.

Consistency is Key. Maintaining a positive attitude requires conscious effort and self-discipline. It's not enough to be positive some of the time; you must cultivate a consistent, unwavering mindset. This involves focusing on solutions, reframing negative thoughts, and surrounding yourself with positive influences.

Transferable Enthusiasm. A positive attitude is contagious. When you approach your work with passion and enthusiasm, you can transfer that energy to your customers, creating a buying atmosphere. This makes them feel great and sets the stage for a successful sales interaction.

3. Believe Before You Succeed: Let Belief Fuel Your Sales

Your beliefs control your sales performance.

Belief as the Foundation. Gitomer asserts that your belief system is the fulcrum point of sales success. This includes believing in your company, your products, your ability to communicate value, and your ability to differentiate yourself from the competition. Deep, heartfelt belief is essential for conveying conviction and inspiring trust in your customers.

The 5.5 Elements of Belief. To be a master believer, you must:

• Believe you work for the greatest company in the world.
• Believe your products and services are the greatest in the world.
• Believe in yourself.
• Believe in your ability to differentiate from your competition.
• Believe that the customer is better off having purchased from you.
• Control your belief with your thoughts and attitude.

Overcoming Negative Beliefs. Negative beliefs, such as thinking your prices are too high or that the competition has a lock on the business, can limit your success. By strengthening your core beliefs and maintaining a positive attitude, you can minimize the impact of these limiting thoughts.

4. Employ Humor: Lighten the Mood and Open Doors

Laughter leads to listening.

Humor as a Communication Tool. Gitomer advocates for the strategic use of humor in sales. Humor can break the ice, create rapport, and make you more likeable. It also increases the likelihood that your message will be heard and remembered.

Appropriate Use of Humor. It's important to use humor judiciously and avoid jokes that could be offensive or inappropriate. Self-deprecating humor and funny stories are generally safe bets. The goal is to create a friendly, relaxed atmosphere, not to become a stand-up comedian.

The Listening Environment. Laughter creates the highest listening environment. When people are laughing, they are more receptive to your message and more likely to engage with you. This can lead to a deeper understanding and a greater willingness to buy.

5. Build Your Own Brand: Stand Out from the Crowd

In sales it’s not who you know; in sales it’s who knows you.

Personal Branding Imperative. In today's marketplace, building your own brand is essential for success. This involves creating a unique identity, establishing a strong online presence, and cultivating a positive reputation. Your personal brand precedes you and sets the tone for your interactions with customers.

Beyond the Resume. A resume is no longer sufficient. Potential employers and customers will Google you to find out more about who you are as a person. This means having a professional website, a strong social media presence, and a track record of providing value.

The "Be's" of Branding. To build a successful brand, focus on being likeable, believable, available, attractive, friendly, service-oriented, first-class, consistent, reputable, desirable, trustworthy, top quality, easy to do business with, and "buzzable." These qualities will help you stand out from the competition and attract customers.

6. Earn Reputation: Let Your Actions Speak Louder Than Words

Your reputation precedes you.

Reputation as a Foundation. Gitomer emphasizes that your reputation is the foundation upon which your brand is built. It's what people say about you, your company, and your products. A positive reputation can open doors and create opportunities, while a negative reputation can destroy your chances of success.

Building and Preserving Reputation. Building a strong reputation takes time and consistent effort. It involves doing what you say you will do, providing exceptional service, and acting with integrity. Once you've earned a good reputation, it's crucial to guard it and protect it from damage.

Social Media's Impact. Social media has amplified the importance of reputation. Customers can now easily share their experiences with your company, both positive and negative. This means that it's more important than ever to monitor your online reputation and address any issues promptly.

7. Be Assertive and Persistent: Strike the Right Balance

Assertive is the best strategy for engaging, establishing control, proving value, creating a buying atmosphere, and forging a relationship.

Assertiveness vs. Aggression. Gitomer distinguishes between being assertive and being aggressive. Assertiveness involves confidently expressing your needs and opinions while respecting the needs and opinions of others. Aggression, on the other hand, involves being pushy and disregarding the other person's perspective.

The Assertive Equation. Assertiveness stems from belief, a positive attitude, thorough preparation, and a commitment to providing value. When you possess these qualities, you can confidently engage with customers, establish control of the sales process, and create a buying atmosphere.

Persistent Follow-Up. Persistent follow-up is essential for closing deals, but it must be done with permission and respect. Ask your customers how they prefer to be contacted and what type of information they find valuable. This will help you stay top of mind without being annoying.

8. Demonstrate Excellence: Set the Standard, Don't Just Meet It

It’s not being best – it’s setting the standard.

Excellence as a Differentiator. In a competitive marketplace, demonstrating excellence is essential for standing out from the crowd. This involves consistently striving to improve, exceeding customer expectations, and setting the standard for quality and service.

Personal and Business Excellence. Excellence applies to both your personal and professional life. It's about being the best version of yourself and consistently delivering exceptional results. This requires a commitment to continuous learning, self-improvement, and ethical behavior.

The Customer's Perception. Ultimately, excellence is in the eye of the beholder. It's not enough to believe that you're excellent; your customers must also perceive you as such. This means consistently delivering value, exceeding expectations, and building strong relationships.

9. Deliver Value First: Give Before You Take

I put myself in front of people that can say yes to me, and I deliver value first.

Value as the Foundation. Gitomer emphasizes that delivering value first is the key to building trust and attracting customers. This involves providing helpful information, offering solutions to their problems, and demonstrating a genuine interest in their success.

Beyond "Added Value." Avoid using the term "added value," which often refers to minor services or extras that customers already expect. Instead, focus on providing real, tangible value that addresses their core needs and helps them achieve their goals.

The Value Proposition. A strong value proposition clearly explains how you help customers, how they win, and how you serve them. It focuses on the benefits they receive, not just the features of your product or service.

10. Communicate in Terms of Them: Focus on the Customer's Needs

You have to know their industry – not just your product.

Customer-Centric Communication. Gitomer stresses the importance of communicating in terms of the customer's needs and desires. This involves understanding their business, their challenges, and their goals. Instead of focusing on your own products and services, focus on how you can help them achieve their objectives.

The "Drill or Hole" Analogy. Customers don't buy products; they buy solutions to their problems. Instead of selling a drill, focus on selling the hole that the customer needs. This means understanding their desired outcome and tailoring your message accordingly.

Beyond the Product. To effectively communicate in terms of the customer, you must know their industry, their business, their marketing, their productivity, and their profit. This requires doing your homework and understanding their world.

11. Ask Before You Tell: Uncover Needs Through Powerful Questions

Questions are the heart of the sale.

Questions as a Sales Tool. Gitomer emphasizes that asking questions is more effective than telling. Questions uncover facts, needs, motives, and emotions, leading you to a sale faster than any sales pitch. The key is to ask powerful, emotionally engaging questions that get the customer thinking.

Emotion-Based Questions. Instead of focusing on logic-based questions that qualify the buyer, ask emotion-based questions that explore their life, their goals, and their desires. This helps you understand their true motives and connect with them on a deeper level.

Finding the Pleasure, Not the Pain. Avoid asking negative questions that "find the pain." Instead, focus on finding the pleasure, the purpose, and the expected outcome. This creates a positive atmosphere and encourages the customer to open up.

12. Serve Memorably: Create Lasting Impressions

To Serve Is to Rule.

Service as a Competitive Advantage. In today's marketplace, exceptional service is a key differentiator. It's not enough to simply satisfy customers; you must create memorable experiences that exceed their expectations and build loyalty.

The Elements of Memorable Service. Memorable service involves being friendly, proactive, and remarkable. It means going the extra mile, providing consistent help, and finding ways to surprise and delight your customers.

The Customer's Perspective. Ultimately, service is about the customer's experience. It's about making them feel valued, understood, and appreciated. When you consistently provide exceptional service, you create a reputation that attracts new customers and keeps existing ones coming back.

Last updated: March 3, 2025