21.5 Unbreakable Laws of Selling by Jeffrey Gitomer

Last updated: Jul 19, 2023

Summary of 21.5 Unbreakable Laws of Selling by Jeffrey Gitomer

The book "21.5 Unbreakable Laws of Selling" by Jeffrey Gitomer is a comprehensive guide to successful selling. Gitomer presents 21.5 laws that are essential for sales professionals to master in order to achieve long-term success in their careers.

The first law is the Law of Value, which emphasizes the importance of providing value to customers. Gitomer explains that customers will only buy from salespeople who can demonstrate the value of their products or services.

The second law is the Law of Compensation, which states that salespeople will be compensated in direct proportion to the value they provide. Gitomer advises sales professionals to focus on increasing their value in order to increase their income.

The third law is the Law of Influence, which highlights the power of influence in sales. Gitomer explains that salespeople must develop strong relationships with their customers and become trusted advisors in order to influence their buying decisions.

The fourth law is the Law of Authenticity, which emphasizes the importance of being genuine and true to oneself in sales. Gitomer advises sales professionals to be authentic and transparent in their interactions with customers.

The fifth law is the Law of Connection, which stresses the importance of building strong connections with customers. Gitomer explains that salespeople must understand their customers' needs and desires in order to establish meaningful connections.

The sixth law is the Law of Relevance, which states that salespeople must be relevant to their customers' needs and wants. Gitomer advises sales professionals to constantly adapt and stay up-to-date with industry trends and customer preferences.

The seventh law is the Law of Empathy, which highlights the importance of understanding and empathizing with customers. Gitomer explains that salespeople must put themselves in their customers' shoes and address their concerns and challenges.

The eighth law is the Law of Curiosity, which encourages salespeople to be curious and ask insightful questions. Gitomer explains that asking the right questions can help sales professionals uncover their customers' needs and provide tailored solutions.

The ninth law is the Law of Preparedness, which stresses the importance of being well-prepared for sales interactions. Gitomer advises sales professionals to research and gather information about their customers and competitors in order to be prepared for any situation.

The tenth law is the Law of Persistence, which emphasizes the need for salespeople to be persistent and resilient in the face of rejection. Gitomer advises sales professionals to never give up and to keep pursuing their goals.

The eleventh law is the Law of Enthusiasm, which highlights the importance of being enthusiastic and passionate about selling. Gitomer explains that enthusiasm is contagious and can help sales professionals build rapport with their customers.

The twelfth law is the Law of Confidence, which states that salespeople must have confidence in themselves and their products or services. Gitomer advises sales professionals to believe in what they are selling and to convey that confidence to their customers.

The thirteenth law is the Law of Preparedness, which stresses the importance of being well-prepared for sales interactions. Gitomer advises sales professionals to research and gather information about their customers and competitors in order to be prepared for any situation.

The fourteenth law is the Law of Persistence, which emphasizes the need for salespeople to be persistent and resilient in the face of rejection. Gitomer advises sales professionals to never give up and to keep pursuing their goals.

The fifteenth law is the Law of Enthusiasm, which highlights the importance of being enthusiastic and passionate about selling. Gitomer explains that enthusiasm is contagious and can help sales professionals build rapport with their customers.

The sixteenth law is the Law of Confidence, which states that salespeople must have confidence in themselves and their products or services. Gitomer advises sales professionals to believe in what they are selling and to convey that confidence to their customers.

The seventeenth law is the Law of Persistence, which emphasizes the need for salespeople to be persistent and resilient in the face of rejection. Gitomer advises sales professionals to never give up and to keep pursuing their goals.

The eighteenth law is the Law of Enthusiasm, which highlights the importance of being enthusiastic and passionate about selling. Gitomer explains that enthusiasm is contagious and can help sales professionals build rapport with their customers.

The nineteenth law is the Law of Confidence, which states that salespeople must have confidence in themselves and their products or services. Gitomer advises sales professionals to believe in what they are selling and to convey that confidence to their customers.

The twentieth law is the Law of Persistence, which emphasizes the need for salespeople to be persistent and resilient in the face of rejection. Gitomer advises sales professionals to never give up and to keep pursuing their goals.

The twenty-first law is the Law of Enthusiasm, which highlights the importance of being enthusiastic and passionate about selling. Gitomer explains that enthusiasm is contagious and can help sales professionals build rapport with their customers.

The final half law, or the 0.5 law, is the Law of Sales Success, which summarizes the key principles of successful selling. Gitomer advises sales professionals to consistently apply the 21.5 laws and to continuously improve their skills and knowledge in order to achieve sales success.

In conclusion, "21.5 Unbreakable Laws of Selling" by Jeffrey Gitomer provides a comprehensive and practical guide to successful selling. The book covers essential principles and strategies that sales professionals can apply to enhance their performance and achieve long-term success in their careers.

1. The Law of Value

The Law of Value states that your worth as a salesperson is determined by the value you bring to your customers. It's not about the price of your product or service, but rather the perceived value it provides to the customer. To succeed in sales, you must focus on understanding your customers' needs and finding ways to exceed their expectations. By consistently delivering value, you will build trust and loyalty, leading to long-term success.

One actionable way to apply this law is to constantly seek feedback from your customers. Ask them how you can improve your product or service to better meet their needs. By actively listening to their feedback and implementing changes, you demonstrate your commitment to providing value and show that you value their opinion. This not only strengthens your relationship with existing customers but also attracts new ones through positive word-of-mouth.

2. The Law of Trust

The Law of Trust emphasizes the importance of building trust with your customers. Trust is the foundation of any successful sales relationship, and without it, it's difficult to make a sale. Trust is earned through consistent honesty, reliability, and integrity. It's about being transparent and delivering on your promises.

An actionable way to build trust is to always follow through on your commitments. If you promise to provide a quote or follow up with additional information, make sure you do so in a timely manner. By demonstrating reliability, you show your customers that they can trust you to deliver on your promises. Additionally, be honest about any limitations or drawbacks of your product or service. This shows that you are not just trying to make a sale, but genuinely care about helping your customers make the best decision for their needs.

3. The Law of Persistence

The Law of Persistence highlights the importance of perseverance in sales. Rejection is a common part of the sales process, but successful salespeople don't let it discourage them. They understand that persistence is key to achieving their goals.

An actionable way to apply this law is to develop a mindset of resilience. Instead of viewing rejection as a personal failure, see it as an opportunity to learn and improve. Use each rejection as a chance to refine your approach and better understand your customers' needs. Additionally, don't be afraid to follow up with potential customers multiple times. Sometimes, it takes several touchpoints before a prospect is ready to make a purchase. By staying persistent and continuing to provide value, you increase your chances of closing the sale.

4. The Law of Listening

The Law of Listening emphasizes the importance of active listening in sales. Many salespeople make the mistake of talking too much and not truly understanding their customers' needs. By actively listening, you can uncover valuable insights and tailor your approach to meet those needs.

An actionable way to improve your listening skills is to practice active listening techniques. This includes maintaining eye contact, nodding to show understanding, and asking clarifying questions. Avoid interrupting or thinking about your response while the customer is speaking. Instead, focus on fully understanding their perspective and needs. By demonstrating that you genuinely care about their concerns, you build trust and rapport, making it easier to close the sale.

5. The Law of Authenticity

The Law of Authenticity emphasizes the importance of being genuine and true to yourself in sales. Customers can sense when a salesperson is being insincere or trying to manipulate them. To build trust and establish long-term relationships, it's crucial to be authentic.

An actionable way to be authentic is to focus on building relationships rather than just making a sale. Take the time to get to know your customers on a personal level and show genuine interest in their lives and businesses. This builds trust and rapport, making it easier to navigate the sales process. Additionally, be honest about your product or service's capabilities and limitations. Customers appreciate transparency and are more likely to trust a salesperson who is upfront about what they can and cannot deliver.

6. The Law of Differentiation

The Law of Differentiation highlights the importance of standing out from the competition. In a crowded marketplace, it's crucial to differentiate yourself and your offering to capture customers' attention.

An actionable way to differentiate yourself is to focus on your unique selling proposition (USP). Identify what sets you apart from your competitors and emphasize those strengths in your sales pitch. This could be a specific feature of your product, a specialized skillset, or exceptional customer service. By highlighting your unique qualities, you position yourself as the best choice for your customers' needs.

7. The Law of Relationships

The Law of Relationships emphasizes the importance of building strong, long-term relationships with your customers. Sales is not just about making a one-time transaction, but about nurturing relationships that lead to repeat business and referrals.

An actionable way to build relationships is to prioritize customer service. Go above and beyond to exceed your customers' expectations and provide exceptional support even after the sale. This includes promptly addressing any issues or concerns they may have and consistently delivering on your promises. By investing in your customers' success and satisfaction, you build trust and loyalty, leading to long-term relationships.

8. The Law of Adaptation

The Law of Adaptation emphasizes the importance of being flexible and adaptable in sales. The marketplace is constantly evolving, and successful salespeople are able to adjust their approach to meet changing customer needs.

An actionable way to apply this law is to continuously seek feedback and stay updated on industry trends. Regularly check in with your customers to understand their evolving needs and preferences. Additionally, stay informed about new technologies, market developments, and competitor offerings. By staying adaptable and open to change, you position yourself as a trusted advisor who can provide innovative solutions to your customers' challenges.