Ninja Selling by Larry Kendall: A Must-Read for Building a Business on Relationships

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If you’re in real estate, sales, or any client-facing profession, Ninja Selling by Larry Kendall is a game-changer. I’d confidently give it 5 stars because it aligns perfectly with my own philosophy: success comes from building strong relationships, not pushy sales tactics. This book shows you how to elevate your career by putting people first, and I couldn’t agree more with its approach.

A Refreshing Take on Sales

Let’s face it—sales can sometimes feel like a numbers game, where the focus is on the transaction instead of the person. Ninja Selling flips that narrative on its head. Larry Kendall introduces the “Ninja Selling System,” a relationship-based method that prioritizes creating value, building trust, and truly understanding your clients’ needs.

The book walks you through the system’s four pillars: mindset, skillset, actions, and systems. These aren’t just buzzwords—they’re actionable steps that help you build a career (and life!) grounded in integrity and connection.

Why This Book Stands Out

What I love most about this book is how practical and inspiring it is. Kendall’s writing is approachable and conversational, which makes even the big concepts easy to grasp. He peppers in relatable anecdotes and real-world examples that bring his ideas to life. For instance, he compares the sales process to gardening—you plant seeds (relationships), nurture them with care (consistent communication), and eventually, you reap the rewards (trust and referrals).

Another standout theme is gratitude. Kendall encourages readers to approach life and work with a mindset of abundance. It’s a reminder to focus on what we can give rather than what we can get, which feels so refreshing in today’s often cutthroat sales culture.

Key Takeaways

Here are some of the big lessons that stuck with me:

• Success starts with mindset. Kendall emphasizes the importance of mental clarity and a positive outlook.
• Create value first. When you solve your clients’ problems and genuinely care about their needs, trust naturally follows.
• Systems matter. From daily habits to proven workflows, consistency is the key to sustainable success.
• Gratitude is powerful. Acknowledging what you have and what you can give leads to stronger relationships and a more fulfilling career.

One of my favorite quotes from the book is:
“People don’t care how much you know until they know how much you care.”
That sums up the entire philosophy of Ninja Selling—focus on people, not just results.

Who Should Read This Book?

If you’re a real estate professional, this book is a no-brainer. But its principles apply to anyone who works with clients, whether you’re in sales, consulting, or entrepreneurship. It’s especially valuable for people like me who want to build a business rooted in trust and meaningful connections.

Even if you’ve read other sales books, like Dale Carnegie’s How to Win Friends and Influence People or Chris Voss’s Never Split the Difference, Ninja Selling carves out its own niche by focusing on relationships rather than negotiation or persuasion.

A Few Minor Drawbacks

The only small critique I’d offer is that the book can feel a bit repetitive at times. Kendall drives home his key points multiple times, which some readers might find redundant. That said, I think the repetition helps reinforce the message and ensures it sticks.

My Final Thoughts

Ninja Selling isn’t just a guide for better sales—it’s a blueprint for building a fulfilling career and life. Kendall’s focus on relationships, gratitude, and consistent systems resonated with me deeply, and I’m already finding ways to apply his insights in my own business.

If you’re ready to take your career to the next level while staying true to your values, this book is a must-read. Trust me, it’s worth the investment of your time.

Want to grab your own copy? You can order it on Amazon by clicking HERE. This isn’t an affiliate link, just a link to make your life a bit easier.

Rating: ★★★★★