Go Givers Sell More

A Book Summary

Introduction

"Go-Givers Sell More" is a business book by Bob Burg and John David Mann, which is the fourth book in the "Go-Giver" series.

This book expands on the principles from “The Go-Giver,” focusing on how these principles apply specifically to sales. 

The key message?
The most successful salespeople don’t focus on what they can get—they prioritize giving value to others.
By creating value for your clients, building authentic relationships, and staying open to fresh approaches, you position yourself for greater success.

The main idea of the book is that salespeople should be “go-givers” rather than “go-getters” to fully thrive in their personal and professional lives.

Brief Summary 

The book is centered around five key principles that form the foundation for success in sales.
The principles are:

The Law of Value: Your true worth is determined by how much more you give in value than you take in payment. This means focusing on the value you provide to your customers, not just the price you charge.

The Law of Compensation: Your income is determined by how many people you serve and how well you serve them. The more people you help, the more successful you will be.

The Law of Influence: Your influence is determined by how abundantly you place other people’s interests first. Building genuine relationships and trust is crucial.

The Law of Authenticity: The most valuable gift you have to offer is yourself. Being genuine and authentic helps build trust and rapport with clients.

The Law of Receptivity: The key to effective giving is to stay open to receiving. Being open to receiving is as important as giving.

The book is a parable about two salespeople, Joe and Susan, who are struggling to meet their sales targets. They meet a mentor named Pindar, who teaches them the five principles of sales success. (the "Five Laws of Stratospheric Success”).
The authors do a great job of weaving the principles into the story and providing practical examples of how to apply them in real-life sales situations.

The Law of Value

The first law is the Law of Value, which states that your true worth is determined by how much more you give in value than you take in payment.
Go-Givers provide exceptional value to customers, going above and beyond what is expected.

In essence, by giving more than what is required, you create a sense of goodwill that can translate into long-term business relationships.

The authors suggest that you should ask yourself,
"What problems can I solve for my customers?" and
"How can I make their lives better?" 

The Law of Compensation

The second law is the Law of Compensation, which states that your income is determined by how many people you serve and how well you serve them. 

The catchphrase “Don’t Just Make Money or Sales, Make Connections,” emphasizes the importance of making genuine personal connections rather than focusing solely on making money. 

By seeing clients as more than just prospective sales, individuals can build rapport with them and form a type of family. When this connection is forged, the sale and financial compensation will follow naturally, because the focus was on connecting with another person rather than making money from a prospective client.

The Law of Influence

The third law is the Law of Influence, which states that your influence is determined by how abundantly you place other people's interests first. 

It emphasizes the importance of building networks of clients that lead to other potential clients.

The book argues that by connecting with one person, individuals can grow their network by 250 people. (Remember the legendary car salesperson Joe Girard who advocated this.)

This one new connection multiplies your impact by spreading your “moral authority” far and wide, resulting in status and success. This authority is built on your most valuable, but fragile, asset: your reputation. By asking great questions and creating value in others’ lives with your personal investment of time and interest, you can build a trustworthy, competent, sincere reputation.

The Law of Authenticity

The fourth law is the Law of Authenticity, which states that the most valuable gift you have to offer is yourself. 

The authors argue that by being true to yourself and your values, you will attract the right people and opportunities into your life. 

The catch phrase “Authenticity Attracts People into Your Comfort Zone,” argues that being authentic in interactions is vastly more effective than traditional sales techniques that encourage stepping outside of one’s comfort zone to reach out to prospects.

By telling stories from your own life that relate to clients’ experiences, you can draw them into your comfort zone and share your perspective on things, including how your product adds value to their lives with its many benefits. This approach is more effective than presenting with an anxious, me-versus-them mentality that focuses on oneself and renders one ineffective against objections.

The Law of Receptivity

The fifth and final law is the Law of Receptivity, which states that the key to effective giving is to stay open to receiving. 

The authors argue that by being receptive to the help and support of others, you can grow and learn in your business. This law emphasizes the importance of being open to new ideas and perspectives.

While deeply ingrained in our culture is the notion that self-interest and altruism are mutually exclusive, genuinely successful people see generosity as an integral part of their success, and receiving as an important part of giving.

Additional Comments

As Bob Burg and John David Mann point out in the Go-Giver, there is a distinction between being a go-giver and being a go-doormat. 

Being a go-doormat means giving without boundaries or limits, and that ultimately leads to resentment and burnout. 

Being a go-giver means giving freely and generously, but with the understanding that it is okay to set healthy boundaries and say no when necessary.

The book is filled with real-life examples of salespeople who have succeeded by adopting the Go-Giver philosophy. These stories illustrate how giving value leads to long-term success.

The authors provide practical advice on how to implement the Go-Giver principles in everyday sales activities. This includes tips on how to listen effectively, ask the right questions, and provide exceptional service.

It also recommends investing yourself consciously in everything you do, being genuinely curious about people’s lives, building moral authority through positive experiences, and being authentic in your interactions.

Conclusion

“Go-Givers Sell More” is  a refreshing take on sales that encourages a more human and ethical approach to business. 

 It’s a practical guide that challenges traditional sales tactics and promotes relationship-focused approach.

The book emphasizes the importance of being consistently excellent, paying attention to details, empathizing with clients, and appreciating others for what they bring to the table. When individuals appreciate others, their value appreciates, and when they don’t, it depreciates.

So, follow the "Five Laws of Stratospheric Success" and create for yourself long-term relationships with your customers and achieve greater success in your sales career.

Have you had a chance to read it, or are you planning to?

Have you found any particular aspect of this philosophy intriguing or applicable to your own experiences?

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