Why do 1 out of 5 salespeople make 4 out of 5 sales?

That ’s the question Carl G. Stevens, the 95-year-old sales professor, spent decades of his life answering. After researching and interviewing more than 10,000 salespeople, he documented their experiences into a repeatable seven-module framework for anyone to sell anything.

The sales profession has long needed the same business methodology other recognized professions have: a field-tested body of knowledge, and a structured process to guarantee success. In Professional Selling, Stevens uses case studies from his sales career—back to the Great Depression—to lay out a clear process for new and experienced salespeople in every industry to:

• Find your prospects' hidden buying urges (chapter 7)
• Earn your prospects' trust through proven communication principles (chapter 3)
• Ease your prospects' deepest fears about your products and services (chapter 5)
• How to use "picture language" to arouse your customers' desire (chapter 7)
• How to identify and overcome the most common customer objections (chapter 9)