Sell or Be Sold: How to Get Your Way in Business and in Life – Grant Cardone

Here are 5 other tips/tricks/tactics talked about in the book:

Are you selling or being sold to? In his book Grant Cardone, American author, motivational speaker, real estate investor, and sales trainer, states that it’s vital to learn how to sell. Despite what you think about sales, selling is everywhere and not just in business. Want your spouse to watch that movie you’ve been wanting to see? Sell her on the idea. Want to go to a certain restaurant but everyone else wants to go elsewhere? Sell them on the idea. Want someone to give you something? Sell them on the idea. This book is a great book on sales with a plethora of practical tactics, strategies, and ideas. If you’re looking for a book on sales and motivation, this is the book for you. Here are some of the points to the book:


1. The quality of your life greatly depends on your ability to sell. If you can’t sell, you’ll never have it your way. If you don’t have things your way, you won’t have a happy life. In a talk by entrepreneur Tai Lopez, he stated that the only two skills you need to become successful in life are: 1) sales/persuasion/people skills and 2) the language of money.Selling impacts every person on this planet. Your ability or inability to sell, persuade, negotiate, and convince others will affect every area of your life and will determine how well you survive. No matter what your title or position is in life, or what your role is in a company or on a team, you will at some point have to convince others of something. Selling is used every day by every person on this planet. No one is excluded. Selling is not just a job or a career; selling is essential to the survival and well-being of every living individual. Your ability to do well in life depends on your ability to sell others on the things in which you believe! You need to know how to negotiate and how to get agreement from others. The ability to get others to like you, work with you, and want to please you determines how well you will survive. Selling is not just a job—selling is a way of life!” He later states, “Speaking of commissions: Every time you get your way, you’ve just been paid a commission. Not all payments are monetary. Some of the greatest achievements I’ve had in my life had nothing to do with money. Recognition for a job well done is a commission. A raise or a promotion at work is a commission. Gaining new friends is an incredible commission. Getting votes for a project you’re pushing forward is a commission. I find it comical when people tell me, ‘I could never be a salesperson because I could never work on commission.’ I’m like, ‘What do you mean? Your entire life is a commission. There’s no salary guaranteed in life. The whole world is on commission and the whole world is required to sell!’ It’s been said that the best things in life are free, but I don’t agree with that. The best things in life are those that come in the form of a commission for some extra, well-done effort! Happiness, security, safety, a great home, a great family, love, confidence, friends, your church, your community, and on and on—are all commissions for someone’s hard work at selling others on a better way of life.


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2. To become great at anything, you first need to make a commitment. Making a commitment is the first step towards getting what you want. You first need to make a firm decision that you’re going to do whatever it takes and to become relentless at getting what you want. In the beginning when entrepreneur John Assaraf decided to turn his life around, he was first asked by his mentor, “Are you just interested or are you committed to success?”If you want to be successful at anything you have to commit. You’ve got to be in it 100 percent with no other fish to fry. A ‘burn the ship’ kind of mentality is what it takes to get you to a place where you’ll do things that will ensure results. Get into the game as though your life depended on it, because your life does depend on it. The life that you’ve been dreaming of depends on you getting in all the way now. This is how I approach anything when I really want results. This is how I approached the career of selling, and the moment I did that, my life changed.


3.  I believe that a difference between top sales people and other sales people is that top sales people strongly believe in the product that they’re selling because they use it or they’ve used it before. You can hear the conviction and passion behind the product. You can hear it in their voice and the words that they use to sell you the product is just captivating.The vital point of having salespeople who are sold is missed by 90 percent of all management. Go to an Apple store and ask the salespeople how much they like their products. Those people are so totally sold that you’d think it’s a religious movement. The Apple people aren’t using PCs at home; they’re sold on Apple and you feel it when they present their products. I went to a very high-end steak restaurant and I asked the waitress which steak was her personal favorite. She told me that she was a vegetarian! Hello? Is anyone home in management? What is this person doing in a steakhouse? I would never hire a salesperson if he wasn’t willing to buy and use the product himself. He later states, “If you can’t pass the simple test of being willing to buy your own product, you’ll never be able to sell others in large numbers. You have power when you’re sitting at the closing table and can look the prospect dead in the eye and show him that you’ve already made the exact same purchase that you’re asking him to make. Your personal conviction and believability will take your career to new heights when you’re fully sold. Buy the product yourself and you’ll become a miracle closer and will be able to handle objections that ordinary salespeople can’t! Be totally sold on the products, services, and the company you work for and watch your prospects turn into customers!


4. Get good at understanding people. When you’re selling something you’re not selling just a product or idea, you’re also selling to the person you’re talking with. People are the ones buying what you’re offering them. Get good at understanding people so you can sell and you’ll be able to sell anything.Manufacturers are constantly pushing product awareness and product knowledge because they believe this is the weakness of their sales force. They think if the salespeople just understood how the product worked and the benefits of it, they’d sell more. While it’s true that salespeople must have a great understanding of their products, one must not forget that it’s people who buy those products. That’s why it’s vital that salespeople know about people first and products second. I’ve known salespeople who understood the ins and outs of the product and every detail, but were unable to close the deal because they had inferior understanding of people. Being superior in product knowledge but inferior regarding people knowledge equals minimal results. If you understand the product before you understand people, you’re putting the cart in front of the horse. Realize that you’re in the people business first and the product business second. Certainly, you need product knowledge. You have to know the benefits of the product and how it compares to others, but first and foremost you need to understand people and what they want before you can sell the product or show someone the benefits of it.


5. Always agree with the person you’re selling to. If you’re disagreeing with what the other person’s saying, it’ll separate you from the other party. There’s a cognitive bias called the likability bias. Basically this means that we treat those who we like better and are willing to compromise more. In addition, we like those who are similar to us more than those who aren’t. If you can, try to mirror the person you’re selling to.ALWAYS, ALWAYS, ALWAYS agree with the customer. This is the single most important and the most commonly violated rule in all of selling! If you want agreement, you’ve got to be agreeable with your customers. This vital rule must not be confused with the old saying, “The customer is always right,” because customers aren’t always right. If you’ve ever been with one, you know what I’m talking about. The point is, right or wrong, agree with the customer. Agree as you write the deal; don’t disagree and fight the deal! You can never expect someone to agree with you if you’re disagreeing with him. It will almost never happen. People are attracted to products, ideas, and people that represent the things with which they’re in agreement. This is a fact of the universe! Your friends are those people who most agree with your core beliefs. Your favorite family members are the people you want to spend your time with during the holidays. These are the people in your life with whom you’ve got the most agreement. People who agree with one another move toward one another, whereas people who disagree move apart. The common saying that “opposites attract” doesn’t happen to be true in sales. In selling, likes attract, and like is born out of agreement. I like you because I agree with you at some level.


By Ryan Timothy Lee


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