'Red Book' has myriad selling points

Even a cursory read tells us that the principles laid out in this book will work, in business or in life, for anyone who wants to be a "winner and not a whiner."

Even a cursory read tells us that the principles laid out in this book will work, in business or in life, for anyone who wants to be a "winner and not a whiner."

Virtually everyone is selling at some point: selling themselves, story ideas, positions on issues, or campaigns. Some are just more effective at it than others. Those who want to get better should read this book. As the author advises, re-read it until its principles become second nature.

The book is laced with invitations to learn more at Gitomer's website, www.gitomer.com, enticing the reader with offers of free tips and more in-depth information. While Gitomer does provide the promised info, he unabashedly wants to sell something to the reader. But then, as he presents himself as the consummate salesman, that should come as no surprise.

This book is a quick read that, if Gitomer is right, you'll never be done with as long as you want to improve your ability to sell.

Title The Little Red Book of Selling: 12.5 Principles of Sales Greatness

Author Jeffrey Gitomer

Publisher Bard Press (September 2004), 220 pages

Reviewed by John Moscatelli, SVP & COO, Anne Klein & Associates

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