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)