70 Sales Lessons from Jeffrey

Gitomer
1. The Power of Belief

Original Gitomer Lesson #1

“BELIEVE in your heart (not just in your mind) that you work
for the greatest company in the world. BELIEVE that your
products/services are the greatest in the world. BELIEVE that
you can differentiate yourself from your competitors, so that
your customers will perceive YOU as more valuable. BELIEVE
that you are the greatest salesperson in understanding your
customers’ needs. BELIEVE that the customer is better off, by
having bought from you!”

Custom Brands Application

Tie Belief to Vision: When chatting with a new client, mentally reaffirm that
we’re on track to be Australia’s #1 garment printing business by 2035.
That conviction shines through your tone.

Highlight Quality & Innovation: Remind yourself and your customer that our
DTG printing, blue ocean approach, and sustainability truly set us apart.

Customer-First Mindset: Speak and act confidently, showing clients they’ll

benefit from your conviction in Custom Brands’ capabilities.

2. Start with Personal Connection

Original Gitomer Lesson #2

“Start every sales meeting with an ‘off-the-record’ personal

question that helps to build the relationship with your client.
Afterwards, don’t walk off in a rush to your next client. That

70 Sales Lessons from Jeffrey Gitomer 1

 only shows that you are money hungry and value other
people more than your current client.”

Custom Brands Application

On a Call or In-Person: Ask how their latest product launch or event went.
Or, if relevant, reference something personal you learned previously (like a
hobby).

Value Their Time: After closing a discussion, confirm next steps patiently—
avoid rushing away. Show genuine interest in their brand story, not just the
sale.

3. Be Direct in Closing

Original Gitomer Lesson #3

“Ask your client straight ‘What can I do to help you to close
the deal today?’”

Custom Brands Application

Practical Usage: At the end of a productive conversation, clarify what

stands between them and placing a print order. Maybe it’s a design tweak
or reassurance on turnaround times.

Offer to Solve: “If you need a sample mockup or updated quote ASAP, let’s
make it happen today!”

4. Embrace Phone & Face-to-Face

Original Gitomer Lesson #4

“Don’t use emails to network with your clients. Pick up the

phone instead and meet them personally, or let it be.”

Custom Brands Application

Whenever Possible: If a lead is lukewarm or you sense hesitation, pick up

the phone. Emails can be clarifying follow-ups, but real relationships

70 Sales Lessons from Jeffrey Gitomer 2

 blossom through voice or face-to-face (Zoom or in-person).

Personal Connection: For event-based or large-scale printing needs, a

quick phone call often addresses concerns faster than a dozen emails.

5. Meet Client Requests—Always

Original Gitomer Lesson #5

“Give clients what they ask you for, and you will not lose any
business.”

Custom Brands Application

Fulfillment Focus: If a client wants 10 T-shirts, 10,000 brochures, or custom

tote bags, provide them precisely that. Anticipate potential add-ons, but
first guarantee they’re getting what they requested.

One-Stop Printing: Offer complementary solutions (like design assistance

or finishing options) only after you’ve committed to their primary request.

6. Loyal Customers Are Your Goal

Original Gitomer Lesson #6

“Moving the customer from a satisfied customer to a loyal
customer should be your goal. Ask yourself: Will the
customer buy again? Will the customer refer me? Turn him
into a customer advocate.”

Custom Brands Application

Repeat Orders: Our success hinges on being a go-to printing partner. Give
them a reason to come back (quality, speed, and ease).

Referral Culture: Ask loyal customers to share their experience with

industry peers—especially relevant for event planners or marketing
agencies that often need reorders.

70 Sales Lessons from Jeffrey Gitomer 3

 7. Self-Development Weekly

Original Gitomer Lesson #7

“Invest every week some hours in yourself to develop your

digital, personal, and professional presence.”

Custom Brands Application

Digital Footprint: Post about new printing techniques or behind-the-scenes

stories of Custom Brands on LinkedIn.

Personal Growth: Read up on Blue Ocean Strategy or Lean Marketing to

refine your approach in sales calls.

8. Social Image Checks

Original Gitomer Lesson #8

“Today’s salesperson will be checked out on their social

image and their Google image.”

Custom Brands Application

Professional Profiles: Keep LinkedIn updated with your role at Custom

Brands and share relevant success stories.

Consistent Branding: Make sure your personal bio aligns with the
company’s mission and values.

9. Sell Yourself First

Original Gitomer Lesson #9

“Before you can sell any product or service, you need to sell
yourself. Be aware that a client needs to buy YOU first (by
trusting you) before buying your service or product!”

Custom Brands Application

70 Sales Lessons from Jeffrey Gitomer 4

 Trust Factor: Show genuine enthusiasm about your printing solutions. If
you demonstrate competence and passion, customers will buy into you—
and then your services.

Personal Credibility: Mention a quick anecdote of how you’ve helped other

brands or overcame printing challenges—making you the reliable advisor.

10. Have Fun Helping Others

Original Gitomer Lesson #10

“Be excited about helping others. If you are in sales just for
the money, forget it. Have fun instead, otherwise what’s the
point?”

Custom Brands Application

Client Joy: Revel in creating eye-catching designs for them. If they sense
you’re having fun, they’ll enjoy working with you.

Positive Culture: Spread that excitement within the sales team—celebrate

each other’s wins.

11. Personalized Gratitude

Original Gitomer Lesson #11

“Use ‘Thanksgiving Day’ to send customer cards, with a

personal note and your handwritten signature. Thank them
for doing business with you.”

Custom Brands Application

Holiday or “Thank You”: Surprise them with a custom-printed thank-you

note or mini sample. Show you appreciate their trust.

Ongoing Touchpoints: Go beyond standard holiday seasons—handwritten

notes after big orders can solidify relationships.

70 Sales Lessons from Jeffrey Gitomer 5

 12. Contagious Positive Attitude

Original Gitomer Lesson #12

“Have a contagious positive attitude at all times.”

Custom Brands Application

Sales Calls: Smile while talking. Clients hear positivity.

Team Energy: Approach challenges (like last-minute orders) with a “Yes,

we can!” spirit.

13. Likeability Matters

Original Gitomer Lesson #13

“Like other people, and get them to like you!”

Custom Brands Application

Client’s Brand: Show genuine interest in their products, brand story, or

upcoming events. They’ll naturally be drawn to your warmth.

Win Hearts: Recognize that clients often choose vendors they like—beyond
just cost or features.

14. Street Smarts + Book Smarts

Original Gitomer Lesson #14

“Don’t be just book smart, but street smart.”

Custom Brands Application

Adapt & Improvise: Each client scenario is different. Apply standard sales
frameworks and stay nimble, drawing on real experiences from past orders.

Hands-On Knowledge: Familiarize yourself with actual printing processes,

so you speak from experience rather than just theory.

70 Sales Lessons from Jeffrey Gitomer 6

 15. Confidence vs. Arrogance

Original Gitomer Lesson #15

“Be self-assured but not arrogant!”

Custom Brands Application

Balance: Show you know the printing industry thoroughly, but remain
humble enough to listen to the client’s suggestions or concerns.

Customer Collaboration: Invite their input instead of dictating solutions.

16. Recall Past Success

Original Gitomer Lesson #16

“Each time you are going to meet a new client, think of the
success you had in the past! Relive the moment again, it will
put you in the right frame of mind.”

Custom Brands Application

Case Studies: Mentally replay how Custom Brands delivered 1,000 rush T-
shirts for a startup event in 72 hours. Let that success energy boost your
pitch.

Confidence Reset: A quick reflection on achievements can calm nerves

and project positivity.

17. Two Key Words: YOU & WHY

Original Gitomer Lesson #17

“The 2 most important words in sales are: 1) YOU and 2)

WHY.”

Custom Brands Application

70 Sales Lessons from Jeffrey Gitomer 7

 Customer-Centric: Frame benefits around them: “How does this color
scheme align with your brand?”

Motivation Probe: Ask “Why is meeting this deadline crucial?” The answer
helps you tailor your solution precisely.

18. Master Powerful Questions

Original Gitomer Lesson #18

“You need to master the art of asking powerful questions to

get full engagement.”

Custom Brands Application

Examples: “How will these custom hoodies help your brand reach its target
audience?” or “What’s your biggest concern with your current printing
supplier?”

Deep Engagement: Open-ended questions reveal their real motivations or

obstacles.

19. Provoking Questions Earn Respect

Original Gitomer Lesson #19

“The more provoking questions you ask your prospective
client, the more you will be respected!”

Custom Brands Application

Confidence in Dialogue: Politely challenge them: “What if you tried a bold

design for your next campaign—would that stand out from competitors?”

Unlock Real Needs: Encourages deeper discussions about brand strategy,

not just standard T-shirt orders.

20. Provide Value, Don’t Just Close

Original Gitomer Lesson #20

70 Sales Lessons from Jeffrey Gitomer 8

 “Start providing value and stop closing sales or lose to
price.”

Custom Brands Application

Value Over Price: Emphasize the quality, sustainability angle, design

assistance, and speed. Show them you’re more than a commodity printer.

Consultative Approach: Offer free insights on brand design or event

marketing ideas—become a trusted partner, not just a vendor.

21. Creating Value (10 Ways)

Original Gitomer Lesson #21

(Paraphrased) “5 ways on creating value are… 1) Ease of

doing business, 2) Ease of contact, 3) Ease of purchase, 4)
Increased productivity, 5) Availability of service when
needed, 6) Boost in customer morale, 7) Reasonable price,
8) Saving money, 9) Perfect fit, 10) No risk in doing
business.”

Custom Brands Application

Ease & Speed: Our quick-turn, on-demand printing is a major differentiator.

Availability: Reps are accessible via phone, email, or chat.

Confidence: We back up our prints with a satisfaction guarantee.

22. Earn Referrals, Don’t Just Ask

Original Gitomer Lesson #22

“Referrals should not be asked for, they should be earned!”

Custom Brands Application

Memorable Service: Deliver top-notch prints consistently. Communicate

clearly about status updates.

70 Sales Lessons from Jeffrey Gitomer 9

 Content & Relationship: Provide clients with helpful articles or design tips.
They’ll reciprocate with referrals naturally.

23. Give to Give

Original Gitomer Lesson #23

“Give to give — don’t give to get!!!!”

Custom Brands Application

Unconditional Support: Share a new printing idea or promote their brand

on social media simply because you care.

Client-Centric: The law of reciprocity often kicks in—but do it genuinely

with no strings attached.

24. Replace TV with Growth

Original Gitomer Lesson #24

“Turn off the TV for 1 year and invest instead 10 hours a

week in something from which you can get a return.”

Custom Brands Application

Skill Development: Study advanced printing tech, AI-based design tools, or

best practices for social media marketing.

Company Growth: Dedicate this new knowledge to improving the Custom

Brands experience.

25. Give Without Expectations

Original Gitomer Lesson #25

“Do things for others, BUT without any expectations to

receive anything in return.”

Custom Brands Application

70 Sales Lessons from Jeffrey Gitomer 10

 Generosity in Action: Show generosity, e.g., offering a design tweak or
storing leftover printing materials for them just because.

Build Goodwill: This fosters trust and elevates our brand reputation.

26. Forget Business Cards, Create Connections

Original Gitomer Lesson #26

“Forget your business card. Instead, force people to connect

with you online…”

Custom Brands Application

Modern Networking: Encourage them to follow your LinkedIn or the

Custom Brands Instagram. They’ll see updates, success stories, and
maintain a long-term engagement.

Digital Touch: An online connection fosters ongoing dialogue more

effectively than a card in a drawer.

27. Authentic Social Presence

Original Gitomer Lesson #27

“Be authentic, write your own tweets. Stay personally

involved.”

Custom Brands Application

Personal Voice: When posting about new T-shirt designs or eco-friendly

materials, share it in your words. Show genuine excitement.

Interactive Content: Respond to comments. Let clients see you as a real

person, not just a corporate handle.

28. Post-Sale Actions

Original Gitomer Lesson #28

70 Sales Lessons from Jeffrey Gitomer 11

 “Do 10 things after the sale to ensure loyalty, referrals, and a
great reputation from your customers!”

Custom Brands Application

Follow-Up Checklist: Send a thank-you note, request feedback, share care

instructions for the printed items, offer reorder discounts, etc.

Prevent Buyer’s Remorse: Let them know you’re available if any issues
arise.

29. Offer Valuable Insights

Original Gitomer Lesson #29

“Share ideas, tips, observations that benefit your

customers.”

Custom Brands Application

Design & Printing Tips: Suggest trending color palettes or examples of

successful brand merch.

Educational Content: Blog or LinkedIn posts about the best approach to

merchandise for new product launches.

30. Uncover Buying Motive & Urgency

Original Gitomer Lesson #30

“Ask questions to find out from your client the motive and
urgency of the buy.”

Custom Brands Application

Simple Probes: “Why is this timeline critical for you?” or “What’s the main
goal of these printed shirts?”

Tailored Solution: If they need a quick turnaround for an expo, highlight our
speed advantage.

70 Sales Lessons from Jeffrey Gitomer 12

 31. Differentiate Yourself

Original Gitomer Lesson #31

“Create a link with your clients. Make a difference so that
you stand out from the crowd when you are being compared
with your competitors.”

Custom Brands Application

Unique Proposition: Our blue ocean strategy focuses on combining fast

DTG with sustainability. Emphasize that.

Exceed Expectations: Provide a small design tweak or packaging

suggestion that sets us apart from standard print shops.

32. Address “I Want to Think About It”

Original Gitomer Lesson #32
“Prevent hearing ‘I want to think about it.’ Ask ‘Why?’ and
find out the reason… Ask directly ‘How long do you need in
order to decide?’”

Custom Brands Application

Polite Clarification: “I hear you. May I ask what specifically you need more
time to consider—budget, design, or something else?”

Timeline Management: If they need days to discuss internally, schedule a

follow-up so the deal doesn’t stall indefinitely.

33. Avoid Forcing the Sale

Original Gitomer Lesson #33

“Don’t rush the sale, don’t force the sale. You will lose
respect!”

70 Sales Lessons from Jeffrey Gitomer 13

 Custom Brands Application

Consultative Patience: If they’re truly not ready, provide helpful resources

and arrange a follow-up. Maintain a friendly, supportive tone.

Long-Term Vision: We’re building relationships that could yield multiple

orders over time, not just a one-off transaction.

34. Positive Speech = Positive Attitude

Original Gitomer Lesson #34

“Say all things in a positive way, if you want a positive

attitude!”

Custom Brands Application

Sales Language: Replace “We can’t do that” with “Here’s what we can do.”

Uplifting Communication: This fosters trust and optimism in the client’s

mind.

35. Friendliness Drives Sales

Original Gitomer Lesson #35

“Being ‘friendly’ makes sales, is a quality, generates repeat
business, and is a degree!”

Custom Brands Application

Warm Interactions: “How’s your brand’s next campaign going?” or “We

loved your last launch on Instagram!”—small gestures build connection.

Earn Repeat Business: Clients remember friendly service and are more
likely to reorder.

36. Friendliness & Loyalty

Original Gitomer Lesson #36

70 Sales Lessons from Jeffrey Gitomer 14

 “The relationship between friendly staff and loyal
customers? One breeds the other!”

Custom Brands Application

Team Culture: Encourage your entire sales & support team to maintain a
friendly tone—loyalty stems from positive experiences across all
touchpoints.

Consistency: The same welcoming approach from inquiry to final order

ensures lasting loyalty.

37. Executive Friendliness Matters

Original Gitomer Lesson #37

“Executive friendliness sets the mood for the entire
company! Executive friendliness affects the tone for front-
line friendliness!”

Custom Brands Application

Leadership Example: Company leaders at Custom Brands demonstrate

empathy, positivity, and warmth.

Trickles Down: A friendly culture starts from the top—everyone benefits.

38. The Value of Being Friendly

Original Gitomer Lesson #38

“You need to have the desire to be friendly. The value of
friendly is beyond measure—it costs nothing, yet it’s worth a
fortune!”

Custom Brands Application

Cost-Free Benefit: A smile, a kind greeting, a supportive follow-up—these

intangible actions cost nothing yet create immense goodwill.

70 Sales Lessons from Jeffrey Gitomer 15

 Build a Reputation: Soon, clients talk about how nice it is to deal with
Custom Brands.

39. Third-Party Praise Is Powerful

Original Gitomer Lesson #39

“Someone referring you as a ROCKSTAR is much more

powerful than you calling yourself a Rockstar!”

Custom Brands Application

Testimonials & Referrals: Let your happiest customers do the talking.

Showcase a testimonial where a client calls you “the best print partner
we’ve ever had.”

Social Proof: Encourage clients to share posts about your service success
on social media.

40. Authentic Selling vs. Systems

Original Gitomer Lesson #40

“Don’t learn a sales system, sell in a way that makes you

feel comfortable.”

Custom Brands Application

Human Touch: While we have frameworks (like inbound/outbound scripts),

adapt them to your personal style.

Stay Genuine: Focus on understanding client needs, not just reciting steps.

41. Preparation = Confidence

Original Gitomer Lesson #41

“Self-confidence and preparation go hand in hand. If you
feel a lack of confidence it could be due to unpreparedness.”

70 Sales Lessons from Jeffrey Gitomer 16

 Custom Brands Application

Study & Research: Know your prospective client’s brand, their past
campaigns, and your own printing capabilities thoroughly.

Ease Anxiety: When you’ve got data at your fingertips, you’ll speak with
certainty.

42. Personal Pride in Work

Original Gitomer Lesson #42

“Have personal pride in your work. Every time you go for a

sales meeting recall that feeling you had when you
succeeded in the past. Relive the moment!”

Custom Brands Application

Success Recollection: Before calling a new lead, recall a big event you
delivered for a major client. That pride will translate into positive energy.

Quality Assurance: Strive to deliver prints you’d be proud to show off to

your own network.

43. Improve Humor Skill

Original Gitomer Lesson #43

“You can improve your sense of humor by going or watching
comedies. Don’t go there to laugh, but to learn instead. Don’t
just be a passive spectator, take notes…”

Custom Brands Application

Sales is Social: A lighthearted approach, gentle jokes, or fun examples can

break the ice, especially when discussing creative apparel designs.

Engaging Calls: If you’re able to inject wit tastefully, prospects will

remember you.

70 Sales Lessons from Jeffrey Gitomer 17

 44. Self-Deprecation Over Teasing Others

Original Gitomer Lesson #44

“If you want to make a joke about someone, make it about
yourself, not at the expense of others.”

Custom Brands Application

Avoid Offense: Keep humor positive and directed at yourself, if needed—

never at a customer’s brand or competitor.

Build Rapport: Gentle self-deprecating humor fosters genuine connection.

45. Think “Funny First”

Original Gitomer Lesson #45
“If you think ‘funny first’ then everything will start being
funnier. Don’t forget that people are attracted to people who
have a big sense of humour.”

Custom Brands Application

Customer Attraction: Approach calls with a light and upbeat mindset.

People love positivity, especially in creative industries like apparel printing.

Stand Out: A little humor can differentiate us from the typical “sales pitch.”

46. Ask What Clients Want

Original Gitomer Lesson #46

“Ask your customers what ingredients they want in order for
you to offer them the best of what they wish for.”

Custom Brands Application

Full Customization: In garment printing, inquiring about brand colors,

quality preferences, deadlines, packaging, etc., helps deliver exactly what

70 Sales Lessons from Jeffrey Gitomer 18

 they want.

Show You Care: People appreciate vendors who ask questions before
proposing solutions.

47. Learn Daily

Original Gitomer Lesson #47

“Learn something new every day.”

Custom Brands Application

Industry Updates: Read the latest printing trends or expansions in

sustainable materials.

Personal Growth: Share your findings with the sales team to continually
improve.

48. Proof Makes Sales Easier

Original Gitomer Lesson #48

“If there is no proof from customers that shows that what
you have to offer is good, you will struggle.”

Custom Brands Application

Client Success Stories: Keep a portfolio of before-and-after designs,

pictures of final printed products, or data on how branded merch boosted
an event’s reach.

Show & Tell: Photos, videos, and testimonials reinforce that we deliver on
promises.

49. Testimonials Build Belief

Original Gitomer Lesson #49

70 Sales Lessons from Jeffrey Gitomer 19

 “You need to consider testimonials as sales tools, a belief
builder and a report card.”

Custom Brands Application

Case Studies & Quotes: Use real quotes like, “Custom Brands helped us
triple our brand visibility with limited-edition T-shirts.”

Value & Trust: This social proof is more powerful than any sales pitch.

50. Testimonials Sell Where You Can’t

Original Gitomer Lesson #50

“Testimonials can sell what and where salespeople cannot.”

Custom Brands Application

Website & Collateral: Feature video testimonials from major clients.

Potential customers often check these before contacting you.

Objection Handling: If someone hesitates about quality, show them a video

testimonial speaking exactly to that concern.

51. Impactful Testimonials

Original Gitomer Lesson #51

“A testimonial is only then good, if it spurs other customers
to action… Insert the value and the why.”

Custom Brands Application

Outcome-Focused: “After using Custom Brands for T-shirts, our expo

booth traffic doubled.”

Explain Why: “Their quick turnaround saved us from missing our launch.”

52. Emphasize Post-Purchase Results

70 Sales Lessons from Jeffrey Gitomer 20

 Original Gitomer Lesson #52
“Every powerful testimonial is focused on the outcome, on
that what happened after buying…”

Custom Brands Application

Transformational Stories: “We ran out of shirts because the demand was
so high” or “People kept asking where they could buy more.”

Show ROI: Clients love seeing direct benefits like brand awareness,
increased sales, or more foot traffic.

53. Neutralize Fears in Testimonials

Original Gitomer Lesson #53

“A written testimonial should be phrased in a way that takes
away a risk or neutralizes a fear…”

Custom Brands Application

Target Specific Objections: “We worried about color quality, but Custom
Brands nailed our Pantone perfectly.”

Focus on Risk Removal: “We had a tight schedule, but they delivered a day
early.”

54. Competitor Switching

Original Gitomer Lesson #54

“There is no more powerful testimonial than having a client
say they switched from your competitor to you!”

Custom Brands Application

Comparison: Showcase how a client left a competitor’s slow turnaround for

our streamlined process.

Positioning: Demonstrates we’re not just better, but a clear upgrade.

70 Sales Lessons from Jeffrey Gitomer 21

 55. Invite Unsolicited Feedback

Original Gitomer Lesson #55

“Ask your clients if they recommend you to others and why.
You will get the unsolicited feedback.”

Custom Brands Application

Open-Ended: “Would you feel comfortable recommending us? What stood

out the most in our service?”

Continuous Improvement: Use their answers to refine your approach and

gather new testimonial quotes.

56. Video Testimonials Win

Original Gitomer Lesson #56

“Try to get video testimonials instead of written… spread the

word on social media.”

Custom Brands Application

Short, High-Impact Clips: 30-60 second videos featuring client success

stories.

Cross-Platform: Share on LinkedIn, Instagram, and the Custom Brands

website.

57. Testimonials on Business Cards

Original Gitomer Lesson #57

“Consider putting customer testimonials on your business

card (page 2).”

Custom Brands Application

70 Sales Lessons from Jeffrey Gitomer 22

 Creative Print Collateral: We’re a printing company—why not make
business cards with a short, punchy testimonial on the back?

Conversation Starter: Prospects read a real customer’s positive words,

reinforcing trust.

58. Study Others’ Testimonials

Original Gitomer Lesson #58

“Study other people’s testimonials and look why they are
good.”

Custom Brands Application

Competitive Insight: Check how other printing businesses use testimonials.

Inspiration: Adapt the best elements to highlight our unique selling points
(like sustainability or design expertise).

59. Start Earning & Using Testimonials Now

Original Gitomer Lesson #59

“Be one of the few who starts earning, collecting, archiving,
categorizing, using, posting, and sharing testimonials…”

Custom Brands Application

Systematic Approach: Maintain a Notion or CRM database of client quotes,

categorized by industry or product type (tees, totes, brochures, etc.).

Leverage: Immediately share relevant testimonials during a pitch to

highlight proven results.

60. Wrong Questions = Wrong Answers

Original Gitomer Lesson #60

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 “If you ask the wrong questions, you will get the wrong
answers.”

Custom Brands Application

Targeted Queries: Instead of “Do you want to order T-shirts?” ask “What’s
your brand’s main objective for these T-shirts?”

Deeper Understanding: Focusing on strategic questions yields actionable

info.

61. Rapport Before Selling

Original Gitomer Lesson #61

“Invest some time in developing a rapport and personal
engagement with your clients, or don’t start the selling
conversation.”

Custom Brands Application

Human First: Greet them, inquire about their brand journey, empathize with
their challenges, then propose solutions.

Trust Building: They’ll be more receptive once a personal connection is

established.

62. Accountability in Sales

Original Gitomer Lesson #62

“Make sure you know whose fault it is, if the sale is not
made.”

Custom Brands Application

Own It: If you lost a deal, analyze if it was due to lack of follow-up, unclear
pricing, or missed communication. Improve next time.

Continuous Improvement: Share lessons learned with the team.

70 Sales Lessons from Jeffrey Gitomer 24

 63. Mindset Is Key

Original Gitomer Lesson #63

“The sale is in your head. Have the right frame of mind:
confident, smiley, friendly, self-assured, positive,
enthusiastic, likable, and prepared.”

Custom Brands Application

Mental Prep: Quick pep talk before a call—remind yourself of recent

successes.

Radiate Enthusiasm: Even via phone, clients sense positivity.

64. Discover Why People Buy

Original Gitomer Lesson #64

“Finding out why people buy is more valuable than how to
sell!”

Custom Brands Application

Motivation Matters: Understand if they need brand recognition, want to

impress stakeholders, or reduce waste.

Tailored Pitch: Solve their why, and the sale nearly closes itself.

65. Stay Alert for Opportunities

Original Gitomer Lesson #65

“Be open and alert at any time. As soon as an opportunity
arises, you can take advantage of it.”

Custom Brands Application

Cross-Sell: If a client mentions an upcoming product launch, suggest

matching promotional items.

70 Sales Lessons from Jeffrey Gitomer 25

 Referrals: If a loyal customer praises your service, politely ask if they know
anyone else who might benefit.

66. Avoid Blame, Take Responsibility

Original Gitomer Lesson #66

“Don’t blame anyone, take instead responsibility and ask

yourself ‘What can I do in the future to avoid the same
mistake again?’”

Custom Brands Application

Team Accountability: If a rush order got delayed, figure out how to prevent
it next time—better scheduling, clearer communication, etc.

Forward-Looking: Mistakes happen; solve them constructively.

67. Relationship Over Commission

Original Gitomer Lesson #67

“Sell for the relationship and not for the commission.”

Custom Brands Application

Long-Game Focus: A single big sale might be great, but repeated smaller
sales over the years can be far more profitable. Build trust for lasting
partnerships.

Mutual Benefit: If the client sees you as a partner, they’ll come back again
and again.

68. Hard Work on Relationships = Loyalty

Original Gitomer Lesson #68

“The more hard work you put into building relationships, the
more you will earn loyal customers and sales become easier

70 Sales Lessons from Jeffrey Gitomer 26

 in the process.”

Custom Brands Application

Check-In: Periodically call or email clients to see how their last order
performed. Suggest improvements if any.

Loyalty Rewards: Offer small perks or early access to new printing

methods. Show you appreciate them.

69. Be Prepared About the Prospect

Original Gitomer Lesson #69

“Be best prepared, not just about yourself and your
products, but especially about your prospect!”

Custom Brands Application

Research: Peek at their website, social media, brand style, or industry

trends. Tailor your pitch accordingly.

Demonstrate Understanding: Reference their brand color scheme or prior

campaigns to show you did your homework.

70. Coffee as a Connection Tool

Original Gitomer Lesson #70

“Meet a customer with a coffee in the morning… Buy

someone a coffee, invest in coffee. If you do it every day,
you might have 250 more sales a year. Coffee is personal.”

Custom Brands Application

Casual Setting: Inviting a prospect to a coffee chat can lead to relaxed,

open conversation about their brand printing needs.

Small Investment, Big Return: Humanizes you beyond a typical sales rep—
plus, you can present samples or mockups in a friendly environment.

70 Sales Lessons from Jeffrey Gitomer 27

 Final Word
Jeffrey Gitomer’s sales wisdom centers on trust, value creation, positivity,
and genuine relationship-building. For Custom Brands, these insights map
perfectly to our mission:

Elevate each client’s brand through top-quality prints and design.

Cultivate lasting relationships that lead to repeat orders and enthusiastic

referrals.

Stand Out via sustainability, speed, and a positive, authentic sales

approach.

Strive for our 2035 vision by consistently applying these lessons with every
prospect, partner, and returning customer.

Remember: The best sales reps exude real confidence in our company, our
offerings, and themselves—ultimately enabling us to serve customers
wholeheartedly and build unstoppable momentum toward becoming Australia’s
leading garment printing business. Here’s to your continued success applying
Gitomer’s principles in every conversation!

70 Sales Lessons from Jeffrey Gitomer 28