Bookclub: “Sell or be sold” – Grant Cardone

No matter what you do for a living, whether you’re a real estate agent, a lawyer, a copywriter, a doctor, a news anchor or anything else, the selling process is inevitably part of your life. In every life situation you face, it all depends on your ability to sell something to someone.

When you think about selling something to someone, it’s not just about the physical products or the exchange of money, it’s more than that: you can influence others to do what you want or to think the same way you do, all of which are forms of selling.

Did you know there’s another dimension to selling that we all encounter every day? That is, of course, selling ideas. Things like comfort, luxury, simplicity, security, these are all ideas and all of them can be sold.

Today’s book comes from a New York Times bestselling author, entrepreneur, businessman, and a leader in his field of expertise: sales. The book is called Sell or be Sold, and its author is Grant Cardone.

Nowadays, you can sell anything: content, food, clothes, natural resources, household appliances, technology. Anything you think has value and anyone else who finds value in that thing can be sold.

However, as mentioned above, selling is about more than the experience of buying products.

The first and most important thing the author talks about in this book is the following: To be a great sales person, you have to know how to sell yourself extremely well when selling something.

In short, you have to be 100% convinced that you, your product, your service are the best thing for your customer and there is no doubt that you are the best solution. If you don’t believe you are the best, not only will you remain a mediocre salesperson, but your quality of life will visibly suffer.

Some of the rules and tips that the author presents in the book regarding the sales process are as follows:

  • 1. Always agree with your customer! – You want a customer to buy from you, not negotiate with you, don’t you?
  • 2. Price is never the problem for not selling something- you are the problem. If someone were dying and what you were offering would save their life, wouldn’t they buy, regardless of the price you ask. Always remember that 2 of the main reasons people buy something are either love or that what you’re selling them solves their problem.
  • 3. People are the seniors of your products. You are in the service of people, so put them first if you want to sell.
  • 4. To build a relationship based on trust with your customer, always give them something in writing. People believe what they see, not what they hear.
  • 5. The essence of selling is the sincere desire to help the customer, to make him feel special and understood.
  • 6. You must be convinced that what you are offering is the right thing for your customer.
  • 7. Be prepared to deal with all situations, no matter what: emotional reactions, objections that clients may have.
  • 8. Work hard for what you want to achieve.

Next, the author outlines the steps you should take in the selling process:

  • 1. Introduction
  • 2. Determining your client’s wants and needs. At this stage, you don’t sell, you ask and listen.
  • 3. Choosing a product based on your customer’s answers and presenting it as a solution that will benefit them
  • 4. Selling proposal
  • 5. Preparing responses to any apologies or objections from the customer

Finally, the author outlines the 10 traits that every successful salesperson has:

  • 1. Unwilling to take no for an answer
  • 2. Asks for orders
  • 3. Listens selectively, does not believe everything he is told
  • 4. Stays focused on own goal
  • 5. Asks personal and direct questions without hesitation
  • 6. Get answers to questions
  • 7. Knows that price is not a problem for the customer
  • 8. Is willing to push and be persistent
  • 9. Believes that the process of selling is a great thing
  • 10. Is constantly training, preparing, practicing and learning

If I’ve piqued your curiosity and you’d like to order the book to read at length, you can order it from

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