Sell or Be Sold — Book Summary

Sell or Be Sold Book Cover

Sell or Be Sold: How to Get Your Way in Business and in Life

by Grant Cardone

Published: 2012 | 200 pages
Rating Amazon:  stars rating 4.6 
Rating by reviewer:  stars rating 4.5 
Author of the article: Rafael Peduti
Date of the summary: Aug 17, 2020

Selling is a part of our lives. With this book Grant Cardone teaches how to become a successful seller and thus achieve success and prosperity in life.

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Sell or Be Sold Book Cover

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With the book 'Sell or Be Sold' Grant Cardone wants to teach how to make money through skill development, selling, and obsession with success. The following are the most important concepts from the book that can broaden your horizons in terms of money, sales, and goals.

Interesting quotes from the book

Your ability to do well in life depends on your ability to sell others on the things in which you believe!

— Grant Cardone, Sell or Be Sold

Become so sold, so convinced, so committed to your company, product, and service that you believe it would be a terrible thing for the buyer to do business anywhere else with any other product.

— Grant Cardone, Sell or Be Sold

If most of your customers are grinding you on price, then your level of service is not obvious to them. Otherwise, they wouldn't grind you on just price because they would value the service you're giving them.

— Grant Cardone, Sell or Be Sold

Summary of the book Sell or Be Sold

The Whole World Is about Sales

Sales are everywhere. No matter what area you are in, we are all salespeople. The difference is in commissioning, which is different from person to person.

For example, you want to hang out with someone. You have to convince her or him that you are worth it. The commission is a dinner with this person. Another example, you need a loan to start your business. You need to convince the bank that you have a good business plan. If you succeed, the commission is the loan. It doesn't matter who you are or what position you occupy. At some point in your life, you will have to sell.

Selling is so important that everyone in schools should learn it. Unfortunately, most schools do not teach this. Selling is a part of everyone's life. Often companies hire not the one with more degrees, but those with more sales skills, those who prove that they can do the job.

Reflection: in the last few months, what were the things that required your sales skills? Do you think you could have been better prepared for these situations?

Selling Is a Lifestyle

There is no world without sales. The role world requires you to sell. Through sales, you can achieve what you want! Just close some contracts! Sales will make your dreams come true. By mastering your selling skills, you will be rewarded with money and with many other things.

You only acquire selling skills through practice. The university doesn't teach you how to sell, how to increase your network, or how to avoid bankruptcy. Universities aren't bad places but they don't automatically make you successful. No matter what area you work in, you need to know how to communicate properly with people. The more you improve your communications technique with people, the greater your chances of success.

Remember: everything you want is a commission.

There Is No Luck, Only Hard Work!

The only difference between winning and losing is the desire of being successful.

It's not luck! People are successful because they master their abilities to sell and communicate.

They know that the only way to make money is to properly communicate with people. Repeat this process countless times and you will be successful.


How can we become successful? There is only one answer: through commitment! Successful people are committed to their goals. Commitment equals sales. Be focused on what is necessary for you to reach your goals, nothing else. It's not always easy, but it's simple. Commitment is like parking a car: you choose one place and stop; you are not looking for another place to park your car.

Once you know what to do, now is the time for action. Massive amounts of it! You better be committed 100% in the wrong things than 50% in the right things.

People get used to mediocrity and often try to pass that feeling on to others around them.

Be committed!


People often underestimate the value of information, but the information is crucial in the business world. Write down each requirement of each customer. That way, you can better serve your customers and deal with objections. Different customers equal different needs.

Believe in Your Product

Lessons about believing in your product are one of the most important parts of the book. If you have a product or service, and it is not selling well, there is something wrong with your selling method. Maybe because of the lack of confidence in the product or service, it is not possible to convince your customers that you have a great product.

You have to be one hundred percent convinced that your product is better than the competition. If you don't believe it, who else will?

Don't forget that it is about the people who buy the products. So, the main focus is always on the customer, then on the product. Your role as a salesperson is to improve people's lives. There are many salespeople who understand a lot about the products they sell, but don't understand anything about people. Because of it, they end up not getting any sales.

Try to see yourself from the customer's perspective: what they need, and when they need it. Never focus on only making money, focus on helping the customer. As a result, you will have excellent commissioning.

People first, money second!

Don't Discuss with the Customer

Always agree with the customer, even when it means that the customer is not right.

The main point here is not to discuss or argue with a client, but to close the deal. People are attracted to people who agree with them and to products that solve their problems. For example, the customer wants to buy an SUV, but you insist that he needs a sports car. In the end, there is no agreement so the customer will be left without the car he wanted and you without your commission. Both sides lost.

It is very common to say that opposite is attracted, but in the case of sales this does not happen at all.

Don't Be an Amateur

The best professionals are a combination of talent and effort. It is not enough just to be talented; you have to work hard!

Most salespeople are amateurs because they do not improve themselves through courses and studies, they just want the commission. Not learning and not improving is a huge mistake!

Study your products, your customers, and improve your knowledge of selling every day!


One of the people's most common complaints is that they don't have time. However, in most cases, this is not true. For instance, on average, each check on the social network takes around six minutes. Let's say you do this five times a day. It's thirty minutes every day, two hundred and ten minutes a week, forty-two ​​hours a year. Do you ever think about how many cold calls you can do in forty-two hours?

Of course, having fun is important, after all, what is the meaning of life without moments of leisure? The problem here is that something that seems small becomes a big problem in the long run.

The President of the United States has 24 hours a day to do his job, just as you have 24 hours a day to do your job.

Use your time wisely and don't complain that you don't have enough time.

Unforgettable Experiences

People will pay more for pleasant experiences, that is a fact. For instance, the best airline in South Africa doesn't have the best airplanes, but it does have the best attendants. People like to feel good; they like human touch.

If you combine a great attitude with a great product, you will be an unbeatable seller!

Review of the book Sell or Be Sold

The book Sell or Be Sold shows that the most important thing you have to do as salespeople is to solve people's problems. I never realized this, until I read this book. In my opinion, everybody can apply the topics of the books in their lives, but it doesn't mean that it will be easy and that you won't have to push yourself.


There is no special secret to success. It's mostly about being patient and working hard. Reading the book Sell or Be Sold by Grant Cardone will teach you about selling, but it is important that you put the knowledge into practice in real life. We wish you much success on your journey.

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