If you’ve never read the book, The Go-Giver by Bob Burg, you should.  No, correction. You MUST.

It’s the story of a frustrated salesman who can’t seem to close any sales.  He calls people relentlessly, pitches his products right and left, and works day and night. But he can’t seem to get any orders.

Then he meets a wise man who shows him the value of “giving.”  Instead of trying to take from people, he encourages the salesman to help people. The salesman is skeptical and first, but eventually, he gives the philosophy a try.

The salesman calls on a potential sales lead. At first it seems promising, but then he realizes he really can’t help the prospect.  Recalling the words of the wise man, he not only turns the prospect down, he refers him to a competitor that offers a much more practical solution.

A few weeks later, the salesman’s “go-giver” attitude is rewarded.  The prospect is so impressed with his candor and generosity that he refers a friend to the salesman.  The new lead turns out to be an ideal match.

It sounds a bit idealistic in nature, but I believe the Go-Giver mentality is truly the key to sales.

In the past, business was dictated by taking.  You took clients from people.  You took market share.  You took your customers’ money, and hopefully, you gave them something valuable in return.

Sales is about giving
But guess what, folks.  The world is turning.  In fact, for many of us, the world turned long ago.

Sales and business is really about giving, not taking. It’s about giving great products and services that your clients truly need and value.

It’s about giving solutions and advice through presentations, content marketing and social media.  And not charging a dime in return.

Adam Grant’s book Give and Take is similar to Bob Burg’s approach.  Consider the description:  “For generations, we have focused on the individual drivers of success: Passion, hard work, talent, and luck.  But in today’s dramatically reconfigured world, success is increasingly dependent on how we interact with others.”

Adam Grant is an award-winning researcher, and Wharton’s highest-rated professor.  And like Bob Burg, he is right on the money. 

You will get so much more out of business and LIFE by being a giver.  I walk away from takers.  It took me years to understand that success is not paramount.  Integrity and love is what matters.

And the thing about integrity and love is that when you give — like our friend the go-giving salesman — you will receive in return.

Bob Burg and Adam Grant have shared with us more than a philosophy.  They’ve given you a market update.  Now it’s your turn to make their writing and research a reality.


Rock LaManna, the author of L&NW’s popular “The Bottom Line” column, empowers label company owners with 35 years of print industry experience. With the LaManna Alliance, you’ll make smart decisions about growth, selling, or succession plans. Let’s talk: [email protected]