Little Red Book of Selling: 12.5 Principles of Sales Greatness

 If salespeople are worried about how to sell, Gitomer (The Sales Bible) believes they are missing out on the more important aspect of sales: why people buy. This, he says, is “all that matters,” and his latest book aims to demystify buying principles for salespeople. Because persuasion most often takes place in business, Gitomer puts special emphasis on the ability to write and sell persuasively.