Selling is a lot like playing Texas hold ’em. Poker is classified as a limited-information game, and each hand has implied odds of winning. Poker is also a zero-sum game in which one player will win and one player will lose. The ultimate goal of a salesperson is to sell and persuade the qualified consumer to buy.

In poker, a limited-information game, as you progress through your hand, more cards are revealed. As cards are revealed, your odds of winning change, and each player has a better idea of his or her position. The best poker players play the player across the table, not just their hands.

The consumer has very limited information and/or misinformation from research or misleading articles online. Our job as industry experts is to properly qualify the consumer and provide a solution for their specific situation/problem.

The best salespeople, just like the best poker players, are great at talking and reading "tells". My favorite poker player is Daniel Negreanu because he’s a talker and he is able to extract information from other players.

Our job as salespeople is to leverage our knowledge and identify possible solutions for consumers by demonstrating value via benefits. Often we forget the consumer doesn’t know what we know. Most consumers are looking for some guidance and direction. So whether you are new to selling or a seasoned pro, take it one step at a time.

In this audiobook, we are going to cover everything from creating a sales process to prospecting. Most importantly of all, if you find something that works for you in this audiobook, adopt it and make it your own. I cannot stress this enough: Always be closing, and always be ethical. Enjoy!