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Nothing happens until something is sold. Take a look around you. Everything you see — from beans to buildings — has been sold by someone to someone. Our modern economy rolls forward on the wheels of sales. Without sales, factories and stores would close worldwide, trucks would park, airplanes would be grounded, and virtually everyone would be unemployed.

Fortunately, selling is alive and well. It contributes significantly to our economy and offers us jobs as well as something to spend our earnings on. It keeps trillions of dollars in motion and benefits everyone.

Unfortunately, the profession of sales has been damaged by an unscrupulous few who will say or do just about anything to get a buyer's dollars. They are the minority. Most of the 14 million people who sell are honest. They recognize that selling is an honorable and necessary profession. Many also recognize that they could do a better job if they knew how.

The Everything® Sales Book is written for people who are considering their first or twenty-first job in sales. It offers practical and proven advice gleaned from decades of experience and dozens of experts. It isn't a text-book; it's a guide. It's about selling in the real world.

The majority of salespeople are employed in retail sales. They are the clerks and cashiers that are paid to help customers buy. Many of them migrate from other jobs, not fully prepared to sell. A few hours of orientation, if any, and they are put out on the sales floor. The intuitive ones learn on their own; the others get frustrated and quit. They miss the opportunity to discover how rewarding a sales career can be.

Experienced salespeople are discouraged in their efforts to succeed. They begin disbelieving in themselves and their products or services. They become disheartened. A sales guru comes up with another “foolproof” selling method and they try it. Many learn that it just doesn't work for them. It's not real. It uses high-pressure tactics or unproven psychology to do what should be easy: help buyers make good choices.

The Everything® Sales Book is based on common sense: Sell as you want to be sold. That's Golden Rule Selling. It builds your sales career from where you are right now and it shows you how you can build a future with it. No hypes. No gimmicks. Just common sense. It begins by clearly answering the question, “What is selling?” and explains how and why Golden Rule Selling is productive without being pushy. The Everything® Sales Book then guides you through your career, beginning with elementary retail sales and moving into professional business-to-business sales with high salaries. You'll learn how to find buyers, make successful presentations, solve their problems, and keep them satisfied. You'll discover how to get your first or next satisfying job in sales. In addition, this book focuses on how you can work smarter rather than harder by using the numerous technology tools to find and manage customers.

The Everything® Sales Book is written for people who want to find success in sales. They want to contribute to the lives of others as they build their own. They want to feel good about being in one of the world's most valuable professions: sales.

Life is selling. Enjoy both.

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  3. Introduction
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