It's not who you know, it's who knows you!

Yesterday I was lucky enough to be invited by thebestof to attend a seminar by legendary American sales trainer Jeffrey Gitomer in London. Not really sure what to expect, I booked my place purely on Nigel Botterill’s (CEO of thebestof) account of him. I have a great deal of respect for Nigel as a businessman so knew it couldn’t really go wrong. It was a full day and I came away with pages and pages of notes and action points, all of which I’ve written up today, while still fresh in my mind.

If you’re interested, Nigel also posted on his blog about the event entitled, ‘Are you a Winner or a Whiner?’. Well worth a read.

Now I’m not going to try and break down a whole day into one post, so I thought I’d pick up a few of the key points for you, especially if you’re in sales yourself or are starting/just started a business.

People buy people – we know that right? Well I guess most do but I’m sure sometimes we forget. Jeffrey pointed out on MANY occasions that ‘sales’ is quite simply about being friendly – to EVERYONE!

It’s not who you know, it’s who knows you!

If you make yourself an industry leader in your sector, so indispensible that people want to buy from you, then the time spent doing that will be far better used than making sales calls and giving people your brochure (Jeffrey refers to this as puking on people lol – he also has a fantastic New Jersey accent which I really wish I could convey in this article). So the main premise of the day was to stop thinking about how to sell to someone and starting thinking about how to make them buy. I’m afraid though that this isn’t easy, it takes hard work, something many sales people simply aren’t willing to put in. Do you think just because it’s a Saturday it means I’m not going to blog about work! If you have that mentality, this probably isn’t for you – and neither is a career in sales!

A few top tips from the day that I’ll certainly be actioning myself in the coming weeks:

>> Get creative – Your business card should be a talking point – If the person you give it to doesn’t say ‘wow – cool card’ rip it up and start again!

>> Get video testimonials from clients – This is 100 times more powerful than saying how great you are yourself. If you can walk into your prospects and show them other happy clients waxing lyrical about you you’re on a winner.

>> Talk to your customer’s as if they were your Grandma – I personally love this one. He literally says, add ‘, grandma’ onto the end of any line you’re about to say to a customer and if it doesn’t sound right, don’t say it!

>> Use Social Media – It ain’t going away – THANK YOU JEFFREY – ‘nuff said! J

>> Become your client’s friend – if you make a sale, you make a commission, if you make a friend you’ll earn a fortune. A nugget of gold.

If you get the chance to see Jeffrey then don’t question the money – you’ll make it back 100 fold. You can see and get more information about him on his website here: or follow him on twitter here: or become a fan on facebook here:

I have already (before the event) purchased a number of Jeffrey’s books and would whole heartedly recommend you consider buying them.

The Little Red Book of Selling: 12.5 Principles of Sales Greatness – You can buy it from Amazon here.

Little Gold Book of Yes! Attitude: How to Find, Build and Keep a Yes! Attitude for a Lifetime of Success

I’m now off to buy these other books in his range (I didn’t even know these ones existed until yesterday!):


  1. Rosie Parsons on 1st November 2009 at 6:36 pm

    I have the Little Red Book of Selling, maybe time for another re-read!

    Great post, a good refresher!

    • Banksy on 1st November 2009 at 7:11 pm

      Thanks Rosie, I love both the Red one and the ‘Gold’ one – Went and bought all the rest last night after writing that post 🙂

  2. Richard on 3rd November 2009 at 8:50 pm

    I really must read your blogs more often Alastair. I too have a number of Jeffery’s books…amongst many other authors of his genre. We do need constant proding in the ways of ‘common sense’ but as Voltair once said ” the problem with common sense is that it’s not so common!” I take that to mean that when were dealing with our own problems we are not probably the best person to be doing so.

    • Banksy on 3rd November 2009 at 9:05 pm

      Just glad you dropped in to read this one Richard 🙂 If you subscribe to the RSS feed (you can do this from Outlook) you’ll never miss another one 🙂

      You hit the nail on the head when talking about who is best to be dealing with your own situation – someone else everytime in my opinion 🙂

  3. Jonathan on 4th November 2009 at 9:50 pm

    Good post, Al. Some useful tips. I was speaking to a couple of people earlier in the week who had also been at the event, and they got a lot out of it too. Thanks for the reading list!

    • Banksy on 5th November 2009 at 1:10 pm

      Thanks Jon – I really do recommend getting the books – I know you’d personally get a lot from them.

  4. […] owners) MUST go and see Jeffrey if possible. He really is a sales legend. I wrote more about him in this post I wrote earlier in the year. I can honestly say that Jeffrey’s one seminar has made a profound difference to the way I treat […]

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