If You're Not First, You're Last

Sales Strategies to Dominate Your Market and Beat Your Competition

by Grant Cardone

4.7(783 ratings)

12 min read

Brief overview

This book explains why taking action now is essential to thrive in any market, especially when times seem tough. Through concrete steps and relatable anecdotes, it shows how to stand out, keep a sharp mindset, and drive sales beyond expectations.

Introduction

We all want to be in the best possible position in our lives and careers. Yet, when the market shrinks or competition flares, many people don’t know how to respond. The call to “be first, or risk being last” is about actively shaping your destiny rather than letting external forces decide your fate.

At the core of this idea is the premise that you must embrace any downturn or tough climate as an opportunity to accelerate growth. Instead of “waiting it out,” you reposition your efforts to claim more ground. This book encourages you to think not just like a survivor, but like someone who expects to lead the pack.

The chapters ahead focus on sharpening key sales skills, fortifying a positive mindset, and maximizing connections. You’ll see that your success depends on diligent, even aggressive, pursuit of opportunities. When everyone else retreats, you push forward, adapting and innovating so you become the standout name in your industry.

Think of this as a friendly guide. The scenarios and suggestions will be direct, but the voice is one of optimism: with the right actions, anyone can dominate the market they serve. Let’s take the first step in adopting a go-getter attitude that sees no obstacle as insurmountable.

The Four Ways People Respond

When the economy falters or competition heats up, most businesses and individuals respond in one of four ways. Understanding these responses helps you identify traps and guides you toward the winning approach.

First is the Cheerleader Response—pretending nothing’s wrong, as if optimism alone fixes problems, often leading to denial of critical facts. Then there’s the Old-School Response—believing “basics” alone will fix everything. Although fundamentals matter, a severe downturn demands new levels of creativity, energy, and process.

Next is the Quitter Response—these people simply surrender. This mindset is the quickest way to keep you from claiming any new prospects. They think nothing is possible—and it becomes a self-fulfilling prophecy. As for the final response, it’s the method championed throughout this book: Advance and Conquer. This means acknowledging the challenges but leveraging them as huge opportunities to capture more market share and thrive.

When you choose to advance rather than retreat, you begin to see obstacles as a springboard for creative solutions.

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What is If You're Not First, You're Last about?

In "If You're Not First, You're Last: Sales Strategies to Dominate Your Market and Beat Your Competition," renowned sales expert Grant Cardone offers a compelling guide for anyone looking to excel in challenging economic conditions. Understanding that markets can be unpredictable, Cardone emphasizes the importance of proactive strategies to not only survive but thrive. Whether you're a business owner, salesperson, or entrepreneur, this book provides actionable insights into seizing opportunities in times of uncertainty.

The book delves into transformative sales techniques and the psychology behind maintaining a motivated mindset amidst adversity. Cardone challenges conventional market approaches, advocating for reactivating dormant connections and delivering exceptional customer experiences. It's more than just a sales manual; it's a toolkit for mastering the art of market domination through innovative thinking and persistently uncovering untapped potential.

What makes this book compelling is its focus on practical application and immediate relevance. By integrating real-life anecdotes with core principles, readers are guided through the process of reversing the typical reaction to economic downturns. Instead of retreating, Cardone inspires readers to advance, conquer, and thereby secure formidable positions within their industries.

Review of If You're Not First, You're Last

"If You're Not First, You're Last" stands out as a pragmatic and enthusiastic guide to redefining sales performance in tough economic circumstances. Grant Cardone's approach combines motivational elements with concrete strategies that any sales professional or entrepreneur can implement. The book's major strength lies in its provision of a mindset shift: obstacles are seen not as barriers but as openings for innovation and expansion.

Cardone's writing style is accessible yet authoritative, combining motivational energy with practical wisdom. He doesn't shy away from highlighting the difficulty of economic contraction but offers readers a clear path to rising above such challenges. The key takeaway is that success is often about relentless follow-up and relationship building, rather than mere transaction focusing. Anyone willing to embrace a proactive sales strategy will find timeless advice here.

Highly recommended for both seasoned professionals and newcomers to sales, this book is a reminder that market domination requires more than just products—it demands sharp focus, creative problem-solving, and an unwavering upward momentum.

In Grant Cardone's "If You're Not First, You're Last," readers are offered a wealth of strategies to excel in competitive markets, especially in challenging economic times. The book's focus on reactivating historical connections and prioritizing customer experiences is especially pertinent. For anyone looking to thrive rather than just survive, Cardone's insights can serve as a transformational guide.

Who should read If You're Not First, You're Last?

Sales professionals seeking to enhance their skills and maintain competitiveness.
Entrepreneurs looking to strengthen their market presence and drive growth.
Business consultants interested in innovative strategies for client success.
Individuals navigating career changes or economic uncertainty.
Graduates entering the business world eager to learn the ropes of market dominion.

About the author

Grant Cardone is a renowned entrepreneur, real estate investor, and sales trainer with a net worth of $600 million. He holds a bachelor's degree in accounting and a master's degree in sales. With over 30 years of experience in sales and marketing, he has founded multiple successful companies, including Cardone Capital, Cardone Training Technologies, and Grant Cardone Sales Training University, which collectively own over $800 million worth of investment properties in the U.S. He is also a best-selling author, known for books like "The 10X Rule" and "Be Obsessed or Be Average," and has been voted #1 out of the Top 25 Marketing Influencers.