A sales program designed to help salespeople better understand their buyers–and close more sales This one-of-a-kind sales guide takes a unique perspective on the art of selling, arguing that teaching salespeople how to sell isnt enough. They also need to learn how to think like buyers to sell more effectively. In order to excel, salespeople have to understand the buying process and what the customer is looking for–from the customers perspective. Much sales training is designed to overcome the natural aversion of customers to be sold. This book offers a buying model that changes the focus from traditional hard-sell tactics that convince people to buy to new relationship-based strategies that help them buy in. Jerry Acuff (Scottsdale, AZ) is CEO of Delta Point, Inc., in Scottsdale, Arizona, a company that helps market-leading companies develop new and effective marketing tactics. He is also the author of The Relationship Edge in Business (0-471-47712-5), also from Wiley.