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A few years ago, when the world of business was gripped by the Internet boom, it was fashionable to predict an end to traditional selling done by humans. Michael Dell, to name but one, was showing the world how to sell complex technology on a website. The tantalizing prospect of doing away with expensive salespeople was seriously entertained.

But 10 years on, professional selling is just as vital to the conduct of good business as it ever was. And over the 25 years that I have been selling, the skills and techniques have evolved with the development of technology and markets. It’s a highly sophisticated profession.

I’ve been a successful salesperson, a sales manager and a sales director for companies large and small, and I’ve been able to observe the very best and the worst in sales practices. Selling isn’t, as some will tell you, all about instinct. As I’ve seen when running my training courses, if you learn the techniques and skills that have been proven to work, and then develop the right attitude, you too can be one of the best.

This book will share 50 of the fundamental secrets of how to excel in this exciting profession, whilst, I hope, having some fun and building some great relationships with those you meet, along the way. The 50 secrets are divided into seven chapters:

 How and why people buy. If you understand the real motivations people have for buying, you’re half-way to becoming a smarter salesperson.

 Selling to the right people. Don’t waste your valuable time with the wrong people. Learn how to identify the ones who will buy.

 Generating new business. No business can grow without finding and winning new clients. Learning to do this for yourself will make you a ‘self-sufficient’ salesperson.

 Meeting the customer. Selling is about human interaction and behaviours. The precious time you spend with customers is when those things matter most.

 Making your pitch. Whether you’re writing a proposal or delivering your presentation, there’s a lot to think about to make your offer compelling.

 Gaining commitment. Reaching a satisfactory agreement, whilst negotiating the obstacles, takes patience and planning.

 The right attitude. Your success will depend on your willingness to develop the personal motivation and desire to win.

You might be completely new to sales, or an old-timer like me, but I am certain that if you follow the tips and techniques in this book you will see the positive effect on your own achievements!

Selling relies on a set of professional skills that will improve with practice and persistence.