Why “You” is Important to Sales

Jeffrey Gitomer tells us in his Little Red Book of Selling that “You” is one of the most important words in sales. This may sound surprising when we always talk about “customers first,” “the customer is always right,” and “customer-centric.”

His point is very important. Customers don’t buy products, services, or unique value propositions first-they buy “You!”

That obviously means you need to get this part right. Here are a few suggestions:

• Always be polite and courteous
• Have a good attitude
• Listen and be willing to help
• Avoid industry jargon
• Be knowledgeable about the market
• Be knowledgeable about the product
• Ask them questions and gauge understanding
• Make it easy for them to contact you

Remember it is important to sell yourself and your willingness to help them before you even mention a product.

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