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Master the Sales Process and Achieve Anything in Life

The sales process is not just a skill for professionals, but a way of life for everyone. Whether you want to persuade, influence, negotiate, or communicate with others, you need to know how to sell. In this book, Grant Cardone, a sales expert and trainer, shares his 25 years of experience and insights on how to master the sales process and achieve anything in life.

If you want to learn how to sell or be sold, how to overcome objections, how to handle rejection, how to close deals, and how to create loyal customers, then you need to read this book. In this article, I will give you a comprehensive summary and review of Sell Or Be Sold by Grant Cardone, and show you how you can apply his principles and strategies to your own life and business.


Business, Self-help, Personal Development, Entrepreneurship, Marketing, Communication, Psychology, Motivation, Leadership, Sales, Career Success

How to Master the Sales Process and Achieve Anything in Life by Grant Cardone

Sell Or Be Sold is divided into three parts: The first part explains the importance of selling and the mindset you need to adopt to become a master salesperson. The second part covers the techniques and strategies you need to use in the sales process, from prospecting to closing. The third part discusses the additional skills and habits you need to develop to maintain and grow your sales success.

In the first part, Cardone argues that selling is a prerequisite for life, and that everyone is either selling or being sold. He challenges some of the common myths and misconceptions about sales, such as that it is dishonest, unstable, or manipulative. He also explains why you need to commit 100% to sales and success, and how to overcome your fear and dislike of selling. He emphasizes that you need to be sold on your product, service, or idea first, before you can sell it to others. He also urges you to take massive action, responsibility, and control in your sales career, and to think of success as a duty, obsession, and ethical obligation.

In the second part, Cardone reveals the secrets and techniques of the sales process, from finding and qualifying prospects, to presenting and demonstrating your offer, to handling objections and closing the deal. He teaches you how to build rapport and trust with your prospects, how to ask the right questions and listen actively, how to use stories and testimonials, how to create urgency and scarcity, how to overcome the most common objections, and how to ask for the order and close the sale. He also gives you tips on how to follow up, get referrals, and create repeat customers.

In the third part, Cardone discusses the additional skills and habits you need to cultivate to sustain and increase your sales success. He advises you to invest in yourself, your education, and your personal development. He also encourages you to set high goals, track your progress, and measure your results. He stresses the importance of having a positive attitude, a strong work ethic, and a passion for your product or service. He also suggests that you surround yourself with positive and successful people, and avoid negative and mediocre ones. He also recommends that you diversify your income streams, leverage your time and money, and create multiple flows of income.


Sell Or Be Sold is a powerful and practical book that will teach you how to master the sales process and achieve anything in life. It is written in a clear, concise, and engaging style, with plenty of examples, anecdotes, and exercises. It is suitable for anyone who wants to improve their sales skills, whether they are beginners or veterans, and whether they are selling products, services, or ideas. It is also relevant for anyone who wants to enhance their personal and professional lives, as the principles and strategies of selling can be applied to any situation where you need to persuade, influence, negotiate, or communicate with others.

The book is not only informative, but also inspirational and motivational. It will challenge you to change your mindset, attitude, and behavior, and to take massive action toward your goals. It will also empower you to overcome your fears, doubts, and limitations, and to create the life and business you want. It will also provide you with the tools and techniques you need to succeed in the sales process, from prospecting to closing, and beyond.

The book is not without its flaws, however. Some of the content may seem repetitive, simplistic, or exaggerated. Some of the advice may seem unrealistic, impractical, or unethical. Some of the examples may seem outdated, irrelevant, or biased. Some of the tone may seem arrogant, aggressive, or condescending. Some of the humor may seem inappropriate, offensive, or vulgar. Some of the references may seem self-promotional, commercial, or unoriginal.

Overall, Sell Or Be Sold is a valuable and enjoyable book that will teach you how to master the sales process and achieve anything in life. It is not a perfect book, but it is a useful and entertaining one. It is not a book for everyone, but it is a book for anyone who wants to learn how to sell or be sold.

Introduction: Find your path to sales mastery

Sell Or Be Sold (2011) delves into the concept that everyone is involved in sales, regardless of their profession. It outlines strategies and mindsets that can transform both seasoned sales professionals and everyday individuals into persuasive communicators and successful negotiators.

Imagine a key that could unlock endless opportunities, multiple doors to success, and an entire universe of potential waiting to be explored. That’s what excelling in sales can do for you. Now, just think about having this key in your pocket.

But how can you acquire this key, and where do you even start? This Blink to Sell Or Be Sold tells you exactly what you need to do. It’s like a personal guidebook that can show you that the art of selling is more than just business – it’s a life skill. It breaks down the essence of selling into easy-to-grasp commandments, traits, processes, and best practices.

Selling as a life skill

Have you ever danced with words, leading and guiding a conversation to the rhythm of your goals? That’s selling in its purest form – a subtle yet powerful life skill that affects everything from your personal relationships to your career path, regardless of the field you’re in.

Contrary to popular belief, selling isn’t confined to the walls of a marketplace; it far exceeds the boundaries of business and commerce. It’s the ability to persuade and influence decisions, which ultimately determines success in relationships, business, and overall well-being. Consider this: many lines of work, in some way or another, rely on sales skills. Politicians, coaches, public speakers, bankers – they all have one thing in common: They need to persuade others, be it to vote, to invest, to listen, or to play hard. These skills are the bedrock of success across all walks of life.

There’s a common misconception that paints a rather bleak picture of sales. You’ve heard it all – the unreliable income, the long and erratic hours, the stereotype of the aggressive and manipulative salesperson. But these are just myths, not the reality of a career in sales. In truth, mastering sales opens up a world of freedom and financial rewards.

So, here’s the real challenge: shift your mindset. Don’t view sales skills as something reserved for a select few. Approach them like a professional, with a commitment to learn, master, and excel.

If you’ve been struggling to get the outcomes you desire in life, it’s time to stop making excuses. The secret to success, in any endeavor, lies in honing your sales skills. Make a decision, right now, to commit yourself to learning everything about selling at a world-class level. Your potential for greatness, prosperity, and freedom is immense – but it hinges on your willingness to elevate your sales game. The choice, as always, is yours.

The Ten Sales Commandments

In the high-stakes game of sales, success is not just about playing your cards right; it’s about knowing the rules of the game. These Ten Sales Commandments are your ace in the hole, guiding you through the sales world with confidence and finesse.

The First Commandment: Radiate positivity. Be the most upbeat, confident person your customer has ever met. People gravitate toward those who uplift them, so maintain this attitude. Steer clear of negativity and surround yourself with positive people.

The Second Commandment: Suit up for success. Success in sales requires treating it not just as an option but as an ethical duty and obligation. Relentlessly commit to pursuing sales excellence. This means dissecting every sale you didn’t close, taking responsibility, continuously honing your skills – and dressing like the part you want to play.

The Third Commandment: Envision success. Can you see the client shaking hands on a deal even before it happens? If you can’t picture a successful sale, chances are it might not occur.

The Fourth Commandment: Believe in what you sell. To sell effectively, you must be sold completely on the product or service yourself. Your belief in its value should be so strong that you’d gladly pay top dollar for it yourself. This unwavering conviction is contagious and crucial in persuading others.

The Fifth Commandment: Understand your unique value. What sets you apart is rarely the product itself, but how you understand and connect with people. Know what your client values and needs. Then position yourself as the salesperson who can best deliver on those valued elements.

The Sixth Commandment: Always agree. This might sound counterintuitive, but always agreeing with the client opens doors. It builds rapport and makes them more receptive to your suggestions. Even if they’re wrong, find a way to agree and put yourself in their position first before steering the conversation in a more suitable direction.

The Seventh Commandment: Elevate your demonstrations. Go beyond the expected to show your offer’s exceptional value. Convince your customers that it’s worth far more than its asking price, as people will only spend a large amount of money when they believe they are getting even greater value in return.

The Eighth Commandment: Value time. Modern buyers are often rushed, so it’s important to be mindful of their time. Strive to streamline the sales process without sacrificing quality interaction. Similarly, treat your own time as a precious resource. Optimize every moment for productivity, which could mean choosing to network with potential clients during lunch instead of hanging out with colleagues.

The Ninth Commandment: Assume the sale. Confidently assume that the customer is ready to purchase rather than asking them questions that allow room to say no. Specifically, phrases like “Please sign here” and “Follow me and I’ll show you” guide the client toward closing without giving them room to back out.

The Tenth Commandment: Persistence is key. Don’t just ask once without tenacity. Securing the client’s signature and finalizing the transaction is the defining moment of a sale – it’s when true value is delivered. This demands relentless perseverance and being prepared to confront all objections or stalling tactics that arise.

Each of these commandments builds not just a skill but a mindset, crafting you into not just a salesperson, but a sales maestro.

The makings of an excellent salesperson

Like a skilled captain braving unpredictable seas, excellent salespeople navigate the complex waters of customer needs and market trends. Their compass? A unique set of traits that guide them to success, no matter how choppy the waters.

The first among these traits is commitment. Dedicate every ounce of your being to mastering your craft. This level of commitment means immersing yourself in intense study and practice, with no room for half-measures.

Having a generous spirit is also required in the realm of sales. It’s not just about closing deals; it’s about serving others, exceeding customer expectations, and anticipating their needs. When you serve rather than sell, you’re not just offering a product; you’re offering a solution, a service that’s unparalleled. This mindset sets you apart, allowing you to command higher prices and avoid the pitfalls of price wars.

When it comes to rejection, a word that often strikes fear into the hearts of many, great salespeople embrace it. They see each “no” as a stepping stone to an eventual “yes.” Remember, you miss 100 percent of the shots you don’t take. The key lies in persistence, in continuing to ask questions and push for sales, even when the first response is not favorable.

But how do you seal the deal? The answer lies in the directness of your approach. The truth is, congeniality alone won’t clinch a sale. It’s the act of explicitly asking for the order that turns prospects into customers. This means overcoming the false belief that customers will volunteer to make a purchase without being prompted.

Taking action is another crucial trait. Success in sales – and in life – demands more than just the right amount of action. It requires what might seem like an unreasonable, almost insane level of effort. This massive action creates a tide of opportunities – and though that may seem overwhelming, it’s a sign that your efforts are paying off.

Effective salespeople also excel in the art of questioning. By questioning, we don’t mean bombarding the customer with queries. Instead, ask direct, probing questions and insistently pursue answers. This skill helps you to steer conversations productively and uncover vital information, guiding your negotiations and sales to success.

To be an excellent salesperson is to know that price, which is often perceived as a major barrier in sales, is actually a minor hurdle. The real challenge lies in building the customer’s confidence in the product. If they believe that your product is the solution they need, the price becomes secondary. That’s why you need to convince them of the value you’re offering.

Self-perception plays a pivotal role in a salesperson’s success too. Those who view their work as ethical and beneficial are more likely to succeed than those who harbor doubts about the integrity of their profession. Pride in one’s role is not just beneficial; it’s essential.

Lastly, continuous training and preparation are non-negotiable. The sales landscape is ever-evolving, and resting on one’s laurels is not an option. Training should be practical, focused on immediate gains, and integrate the latest strategies. Avoid the fluff of motivational hype and focus on tangible sales strategies instead.

The journey to becoming a great salesperson is multifaceted. It requires a blend of multiple traits, from personal commitment to continuous learning and training. Like a well-oiled machine, these traits work in tandem to propel you toward success in the competitive world of sales.

The ultimate sales process

Crafting a sale is much like preparing a gourmet meal. Just as chefs select premium ingredients, perfect their timing, and present their dishes with flair, so the art of selling demands a similarly refined process.

This sales process is designed to satisfy three key players: the customer, the salesperson, and the company. It should be transparent and advertiseable; anything that even remotely hints at manipulation is promptly removed. The process should also move quickly out of respect for the customer’s limited time. A lengthy, underhanded sales tactic is the fastest way to lose clients’ interest.

There are five key steps that make up the perfect sales process:

Step #1. Greet the customer briefly. Small talk is a relic of the past; today’s customers appreciate a direct approach that quickly segues into the heart of the matter.

Step #2. Uncover the customer’s wants and needs. This is where your questions become a powerful tool, slicing through the surface to reveal the core of their purchasing motivation. Understanding their problem is half the battle won.

Step #3. Select and demonstrate the right product for the customer based on what they said was important to them. Using the insights gathered, tailor your presentation such that it becomes a compelling narrative that resonates with the customer’s key buying motives.

Step #4. Create a proposal. Be upfront with quotes and terms, offering the customer all the information they need to make an informed decision. Even if they seem hesitant and unready, this step is crucial.

Step #5. Close the deal or exit the sales discussion. Here, your skill in overcoming objections and sealing the deal is paramount. But remember – if the sale isn’t meant to be, exiting the discussion politely is just as important.

This transparent, five-step sales process is crafted to enhance the customer’s experience, providing a transparent, efficient, and compelling journey from initial greeting to closing the deal.

Best practices for overcoming selling obstacles

Embarking on a career in sales can feel like navigating a labyrinth, filled with challenges and twists at every turn. But fear not! Let’s examine some of these common hurdles and discover how you can overcome them.

One major hurdle is dealing with intense competition. When you’re in a market brimming with competitors, it’s easy to get lost in the crowd, right? Wrong. This is where you can shine. Instead of joining the race to the bottom with price cuts, why not stand out? Offer something unique – exceptional products, stellar service, and a personality that makes customers stick to you like glue. Remember, fixating on competitors is a futile exercise. It’s your offerings that are the true north star of your success journey.

Addressing the dreaded unreturned call is another challenge. It’s a common scenario in sales, but it’s not always about a lack of interest. People might be swamped with work or simply forget. So don’t let silence dishearten you. Keep reaching out, but with patience and understanding. Their non-response isn’t a reflection of you personally.

You may also face difficulties in providing appropriate answers to your customers’ inquiries. If you’re unsure about something, a simple, “Great question – let me find out for you,” can work wonders. Remember, it’s not just what you say that counts, but how you say it. The next time around, make sure to come prepared for every question, every objection. Your responses should shine with credibility and positivity. After all, effective communication in sales is non-negotiable.

Another common setback in sales is losing a deal to a competitor. Sure, it can sting, but it’s not the end. Instead of wallowing in defeat or pointing fingers, take a step back. Analyze, learn, and adapt. Seeking feedback from the one that got away can offer invaluable insights. Approach the matter with grace – not as a desperate sales pitch, but as a quest for growth.

Now, let’s tackle the elephant in the room: financial insecurity. The world of commissions can indeed be daunting. But here’s a thought – is the traditional path of chasing a stable corporate job really less risky? Think back to the 2008 recession and its aftermath of job cuts. It’s a stark reminder that the only true financial security comes from within. Embrace being an innovator, an entrepreneur. Your ideas, your drive – that’s the real financial safety net. It’s best to take charge of your own future.

The world of sales is filled with both challenges and opportunities. With the right mindset and strategy, you can turn every hurdle into a stepping stone toward success. Ready to take on the sales world? Go forth and conquer!


Mastering sales is a learnable skill that unlocks success across all areas of life. As you embark on your sales journey, ingrain the Ten Commandments into your mindset. Complement these with the essential traits that set excellent salespeople apart, like persistence, directness, and pride in your work.

Once you have the foundations in place, put into action the five-step sales approach. Then, equipped with the appropriate skills and a positive view of yourself, you’ll be well-prepared to handle any objections, outshine competitors, and overcome the uncertainties inherent in commission-based sales.

Now you stand at a crossroads with two paths before you. Will you continue down the worn trail of doubt, stereotypes, and half-hearted attempts at selling? Or will you blaze a new trail by committing to sales mastery? The choice is yours – but one leads to the life you desire, while the other loops back to regret. So why not begin your exhilarating journey right now? Embrace these lessons, let them seep into your very essence. Then walk boldly toward your sales summit. The rewards of freedom, prosperity, and self-belief await you at the peak! Go ahead, claim them. You already have everything you need to embark on this life-changing quest for sales greatness.

About the Author

Grant Cardone

Nina Norman is a certified book reviewer and editor with over 10 years of experience in the publishing industry. She has reviewed hundreds of books for reputable magazines and websites, such as The New York Times, The Guardian, and Goodreads. Nina has a master’s degree in comparative literature from Harvard University and a PhD in literary criticism from Oxford University. She is also the author of several acclaimed books on literary theory and analysis, such as The Art of Reading and How to Write a Book Review. Nina lives in London, England with her husband and two children. You can contact her at [email protected] or follow her on Website | Twitter | Facebook

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