Home » OPINION » Columns » JEFFREY GITOMER — What is the key that unlocks the sale?

JEFFREY GITOMER — What is the key that unlocks the sale?

Jeffrey Gitomer

Jeffrey Gitomer

Is there a one word answer to making more sales happen? YES!










The key to selling is not probing, listening, presenting, talking, assessing, pain, objections, and especially not manipulating.

The key that unlocks sales is harmonizing.

But you’d never know that from most salespeople’s actions.

Selling is about understanding the other person and their needs. Their fears. Their desires. And their urgency to buy. Prospects and customers have different motives to buy, and it’s the salesperson’s job to uncover them – and harmonize with them.

RULE OF SALES: No two sales or sales presentations are alike.

They must be adapted to uncover the motives and objectives, understand the opportunities and barriers, meet the needs and desires, harmonize with the person and the personality, and satisfy or fit within the financial parameters of the buyer.

All my sales life I’ve been exposed to – “no, no,” frustrated by, “systems of selling.” And all my sales life I’ve fought them as being hokey, outdated, bogus, non-realistic, manipulative processes that salespeople learn, but never really feel comfortable using.

Not that systems are “totally wrong” – more that they don’t always “fit” the situation. And that the salesperson focuses on the execution of the system to make the sale, rather than focusing on and harmonizing with the prospect to make the sale.

No one system will work all the time – BUT specific elements of any system may be applicable. I’m NOT saying don’t learn systems – all sales knowledge is valuable. I am saying be yourself in the sale, not the system.

RULE OF SALES: Prospects don’t always want to buy the way you have been taught to sell.

Here are some “more” clues:


• The more you believe in your company, your product, and yourself, the more you will sell.

• The more value you provide to others, the more people will come to know, respect you, and buy from you.

• The more you follow up and follow through, the more sales you will make.

• The more you study sales, the more you will know how to react to any sales situation.

• The more you harmonize with the customers situation, and offer answers they can apply – answers they perceive as valuable, the MORE SALES you will make.

Keep this in mind at all times. You are a SALESperson, and the prospect or customer is expecting you to ask for the sale. Don’t disappoint them. But don’t fail to win the sale by earning it.

As a sales master, your job is to take the characteristics and needs of the prospect and blend them with your skills and understanding to determine the reasons the prospect is buying. Their motive.

This will motivate and inspire the prospect to act. Note that the root word of motivate is motive.

Harmony is understanding, not manipulating. It’s sensing the tone of the situation, and comfort level of the prospect — And gives the prospect enough confidence to buy. Harmony converts salesperson selling to prospect buying.

Even though I don’t believe in or subscribe to a “system of selling,”  I am still searching for “the best way” to make the sale. And what I have discovered along the way are elements, mostly personal (non-manipulative), that when mastered will create an atmosphere where people (your customers and prospects) will be compelled to buy.

Here are three of them in an acronym that ties the introduction to the point – AHA! The three elements to master are Attitude, Humor, and Action. These elements, when mastered, are the surest (and shortest) sales formula to long term success. And they have nothing to do with systems, manipulation, or sales pressure. These words, elements, and characteristics create harmony.

Every salesperson I have ever come in contact with wants to build better customer relationships – and the best way to do that is never manipulate them. Manipulation makes people defensive, reluctant, and distrustful.

Harmonize baby.

Mastering these elements will make prospects attracted to you, like you, trust you, believe you, have confidence in you – and then – buy from you.

» Jeffrey Gitomer is the author of “The Sales Bible”, “Customer Satisfaction is Worthless” “Customer Loyalty is Priceless”, “The Little Red Book of Selling”, “The Little Red Book of Sales Answers”, “The Little Black Book of Connections”, “The Little Gold Book of YES! Attitude”, “The Little Green Book of Getting Your Way”, “The Little Platinum Book of Cha-Ching”, “The Little Teal Book of Trust”, “The Little Book of Leadership”, and “Social BOOM!” His website, www.gitomer.com, will lead you to more information about training and seminars, or email him personally at salesman@gitomer.com.


… we’d like to ask for your support. More people are reading the Mississippi Business Journal than ever before, but advertising revenues for all conventional media are falling fast. Unlike many, we do not use a pay wall, because we want to continue providing Mississippi’s most comprehensive business news each and every day. But that takes time, money and hard work. We do it because it is important to us … and equally important to you, if you value the flow of trustworthy news and information which have always kept America strong and free for more than 200 years.

If those who read our content will help fund it, we can continue to bring you the very best in news and information. Please consider joining us as a valued member, or if you prefer, make a one-time contribution.

Click for more info

About Contributing Columnist

Leave a Reply