Joe Girard‘s 13 Essential Rules of Selling by Joe Girard and Robert L. Shook

Last updated: Aug 16, 2023

Summary of Joe Girard‘s 13 Essential Rules of Selling by Joe Girard and Robert L. Shook

Joe Girard's 13 Essential Rules of Selling, written by Joe Girard and Robert L. Shook, provides a comprehensive guide to successful selling based on Girard's personal experiences as a top car salesman. The book outlines thirteen key principles that can be applied to any sales profession to achieve outstanding results.

The first rule emphasizes the importance of setting goals and maintaining a positive attitude. Girard believes that having a clear vision of what you want to achieve and maintaining a positive mindset are crucial for success in sales.

The second rule focuses on the significance of building and maintaining relationships with customers. Girard emphasizes the importance of treating every customer as a potential lifetime client and going above and beyond to exceed their expectations.

The third rule highlights the power of effective communication. Girard stresses the importance of active listening, asking the right questions, and tailoring your communication style to match the customer's preferences.

The fourth rule emphasizes the need for continuous self-improvement. Girard encourages salespeople to constantly learn and develop their skills, staying up-to-date with industry trends and seeking feedback to identify areas for improvement.

The fifth rule emphasizes the importance of being organized and disciplined. Girard believes that successful salespeople must have a structured approach to their work, managing their time effectively and prioritizing tasks to maximize productivity.

The sixth rule focuses on the significance of product knowledge. Girard argues that salespeople must have a deep understanding of their products or services to effectively communicate their value to customers.

The seventh rule highlights the importance of persistence and resilience. Girard believes that rejection is a natural part of the sales process, and successful salespeople must have the determination to keep pushing forward despite setbacks.

The eighth rule emphasizes the need for creativity and innovation. Girard encourages salespeople to think outside the box and find unique ways to differentiate themselves and their products from the competition.

The ninth rule focuses on the importance of honesty and integrity. Girard believes that building trust with customers is essential for long-term success in sales, and salespeople must always act with honesty and integrity.

The tenth rule highlights the significance of teamwork. Girard argues that successful salespeople understand the importance of collaboration and building strong relationships with colleagues and support staff.

The eleventh rule emphasizes the need for effective time management. Girard believes that salespeople must prioritize their tasks and focus on activities that generate the most significant results.

The twelfth rule focuses on the importance of adaptability. Girard argues that successful salespeople must be able to adapt to changing circumstances and embrace new technologies and strategies to stay ahead in the industry.

The thirteenth rule highlights the significance of perseverance. Girard believes that successful salespeople never give up and are willing to put in the necessary effort and dedication to achieve their goals.

In conclusion, Joe Girard's 13 Essential Rules of Selling provides a comprehensive guide to successful selling based on Girard's personal experiences. By following these thirteen principles, salespeople can enhance their skills, build strong relationships with customers, and achieve outstanding results in their sales careers.

1. The Power of Persistence

One of the key takeaways from Joe Girard's book is the importance of persistence in sales. Girard emphasizes that success in selling is not about being the most talented or having the best product, but rather about consistently putting in the effort and never giving up. He shares his own story of how he became the world's greatest car salesman by making a commitment to follow up with every potential customer, even if they initially rejected him. This relentless persistence eventually paid off, as he built a loyal customer base and achieved record-breaking sales numbers.

Girard's message is clear: success in sales requires a never-give-up attitude and the willingness to keep trying even in the face of rejection. By consistently following up with prospects and staying top-of-mind, salespeople can increase their chances of closing deals and building long-term relationships with customers.

2. Building Trust and Relationships

Another important takeaway from Girard's book is the emphasis on building trust and relationships with customers. He believes that sales is not just about making a one-time transaction, but rather about creating loyal customers who will continue to buy from you in the long run. Girard shares his own strategies for building trust, such as always delivering on promises, being honest and transparent, and going above and beyond to exceed customer expectations.

Girard's approach highlights the importance of treating customers as individuals and building genuine connections with them. By focusing on building trust and relationships, salespeople can create a loyal customer base that will not only continue to buy from them but also refer others to their business. This long-term approach to sales is not only more fulfilling but also more sustainable in the long run.

3. The Power of Personal Branding

Girard also emphasizes the importance of personal branding in sales. He believes that salespeople should not just sell products or services but also sell themselves as a brand. By establishing a strong personal brand, salespeople can differentiate themselves from the competition and build trust with customers.

Girard suggests that salespeople should focus on their unique strengths and qualities and use them to their advantage. By showcasing their expertise, credibility, and personality, salespeople can position themselves as trusted advisors and go-to experts in their field. This personal branding approach not only helps salespeople stand out but also builds credibility and trust with customers, making it easier to close deals and build long-term relationships.

4. The Importance of Customer Service

Girard emphasizes that exceptional customer service is a crucial aspect of successful selling. He believes that going above and beyond to exceed customer expectations is what sets top salespeople apart from the rest. Girard shares his own strategies for providing exceptional customer service, such as always being available to answer questions, promptly resolving any issues or concerns, and consistently following up with customers to ensure their satisfaction.

Girard's approach highlights the importance of treating every customer interaction as an opportunity to provide value and build trust. By consistently delivering exceptional customer service, salespeople can create loyal customers who will not only continue to buy from them but also become advocates for their business. This focus on customer service not only leads to increased sales but also builds a positive reputation and word-of-mouth referrals.

5. The Art of Effective Communication

Girard emphasizes the importance of effective communication in sales. He believes that salespeople should not just focus on selling but also on listening and understanding the needs and desires of their customers. Girard shares his own strategies for effective communication, such as active listening, asking open-ended questions, and using empathy to connect with customers on a deeper level.

Girard's approach highlights the importance of building rapport and trust through effective communication. By truly understanding the needs and desires of customers, salespeople can tailor their approach and offer solutions that meet their specific needs. This not only increases the chances of closing deals but also builds long-term relationships based on trust and understanding.

6. The Power of Referrals

Girard believes that referrals are one of the most powerful tools in sales. He emphasizes the importance of building strong relationships with customers and consistently delivering exceptional value to earn their trust and loyalty. By doing so, salespeople can leverage these relationships to ask for referrals and recommendations.

Girard shares his own strategies for generating referrals, such as asking for them directly, offering incentives, and consistently providing exceptional customer service. He believes that referrals are not just a way to get new customers but also a testament to the quality of your products or services.

7. The Importance of Goal Setting

Girard emphasizes the importance of setting clear goals in sales. He believes that having a clear vision and specific targets helps salespeople stay focused and motivated. Girard shares his own strategies for goal setting, such as setting both short-term and long-term goals, breaking them down into actionable steps, and regularly reviewing and adjusting them as needed.

Girard's approach highlights the importance of having a roadmap and direction in sales. By setting clear goals, salespeople can measure their progress, stay motivated, and make necessary adjustments to achieve their desired outcomes.

8. The Power of Continuous Learning

Girard believes that successful salespeople never stop learning and improving. He emphasizes the importance of continuous learning and self-improvement in sales. Girard shares his own strategies for continuous learning, such as reading books, attending seminars, and seeking mentorship from successful salespeople.

Girard's approach highlights the importance of staying curious and open-minded in sales. By continuously learning and improving, salespeople can stay ahead of the competition, adapt to changing market conditions, and refine their skills and strategies to achieve even greater success.