Little Platinum Book of Cha-Ching: 32.5 Strategies to Ring Your Own (cash) Register in Business and Personal Success [Hardcover]

The fact that this is a revised edition of The Patterson Principles of Selling isn't stated in the Amazon product info or the front / back covers of the book...you need to open it up to page 3 to find that info. If you placed an advance order for the book, you were either indifferent to this news, pleasantly surprised (if you don't own "Patterson") or somewhat upset (if you own "Patterson" and might not have purchased "Cha-Ching" if you knew this in advance).

So it's a five star book and I docked the review one start because I expect more from Gitomer. There's nothing wrong with a revised edition. Just promote it as such from Day 1. For a guy who's based his living on encouraging others to do the right thing, Jeffrey didn't do the right thing with this book.

That said, it is absolutely a solid book. When you open the front cover you are greeted by a message from Gitomer: "If you want to learn something new, all you have to do is study something that was written 100 years ago." That's 100% true, and you may not see chapters like "Self-belief," "Positive mental attitude is determined by you. Not others," and "An objection is the gateway to a sale" as "new" information. However, one of Gitomer's long-standing beliefs (which I agree with 100%) is that "knowing" and "doing" are two separate forms of behavior. That's why "superachievers" fall into such a small segment of the population. Many people would rather sit in front of the TV and hope that the $1.00 Lotto ticket they purchased will be this week's winner. You're probably familiar with the majority of information presented in this book. The question is "What have you done about it?"

You have to have vision, passion, self-confidence, integrity, a sincere interest in your customers, an unbelievably thick skin in regard to rejection...all of the fine points presented by Gitomer are right as rain. It's a little sad that so-called professionals need to be reminded of these principles, but they do. I'm one of those people. When I started my business in 2001, Gitomer's books gave me a major kick in the pants. I needed it. That's why I review and recommend his work to others...I have tangible evidence of what his knowledge has done for me.

If you're a fan of Gitomer's work, this will fit nicely on your shelf next to his 5 other "Little" books. My minor "full disclosure in labeling" complaint aside, I highly recommend this book.

The Little Platinum Book of Cha-Ching! is an expanded and revised edition of The Patterson Principles of Selling written in 1998. I always prefer I'm told that a book is a revision. But this may not bother most people.

John Patterson is the man who bought the patent for the cash register in 1880 and formed The National Cash Register Company (NCR.) He was a great businessman. Unfortunately, however, not much was written about him until Gitomer brought his words back to life.

It does annoy me, however, that the author has brought this same book out many times under slightly different titles.

Patterson's Principles are worth keeping on your desk. Here's a list of the 32.5 principles covered in the book:

1. Think!
2. Self-belief
3. Positive mental attitude is determined by you. Not others.
4. Boot camp separates the winner from the wanna-be winner.
5. Survival and success are a combination of knowing and doing.
6. Studying. The first discipline of knowledge.
7. Your library is the artisan well of knowledge.
8. Planning prevents wandering and provides direction.
9. Use "today time management."
10. Prospect for probably purchasers to build your business organically.
11. Increase business connections to increase sales.
12. Creating the demand converts selling to buying.
13. A prepared demonstration means personalized.
14. Gain interest with information about the customer.
15. Questions lead to answers. Answers lead to harmony. Answers lead to productivity. Answers lead to customers.
16. Listening leads to understanding
17. Less sell-talk-time lead to more-buy-time.
18. Your message must be as compelling as your product to engage anyone - especially your customer.
19. An objection is the gateway to a sale.
20. Selling is not manipulating; selling is harmonizing.
21. Complete the sale with an agreement to buy and be certain to give them a receipt
22. Service is the reputation for the next sale. And the basis for a loyal customer.
23. Extra service leads to the "testimonial word."
24. Referrals are better earned than asked for.
25. Advertising brings awareness. Testimonial advertising brings customers.
26. Success in business is not just about people, it's about GREAT people.
27. Competition means prepare to be your best.
28. Recognize and thank those who have helped you succeed.
29. To get loyalty, you must GIVE loyalty.
30. Decide. It doesn't matter if it's right or wrong. Decide!
31. You become known by the actions you take. Take ethical actions.
32. If you have done your homework and prepared well, it will be evident in your success report card.
32.5 If it has been working for 100 years or more, don't even think about changing it.

I found most of this common sense. I don't know that there anything here that should come as a surprise.

The principles on advertising interested me. Especially the one about testimonials. It sort of makes sense but it really doesn't explain how to use testimonials effectively. Of course, this is a basic book and doesn't go into detail nor is it intended to.

These principles were written over 100 years ago but they're still good and they still work. This is one of the fascinating things about principles. If they worked once, chances are they'll work again (in most cases.)

This is a good book to keep on your desk and refer to daily. It's something that will give you a bit of motivation and something good to put in your work day.

Jeffrey does it again. In a fun, but also painful way he addresses your (at least my) personal flaws and failings, but also inspires you to work on them and become a better (sales)person. Or actually better performer in business in general. And he gives - sometimes a bit too generic - suggestions and hints to help you on your way.

I'd recommend all his little books.