Professional Selling Skills is a handbook that can be used and studied every day for motivation and new ideas. Within this audiobook are words that will help you to make more money in the selling profession. The key concept to take out of this entire book is that by having a set process (an invisible checklist in your head) for every sales presentation, you will be more confident and effective, have better communication skills with your customers, and be more focused in your selling efforts. Selling is the sweet science of persuasion. Through concerted efforts, the salesperson must defeat fear, inertia, apathy, and procrastination. 

Preparation, persistence, and positive energy are the engines that promote action and are the tools of the trade for selling anything. You must find a way to connect with your potential customer on their terms; not yours. Listening is more important than talking! That is where you will learn the information necessary to engage them in your presentation. 

“Sales” is getting your client or customer to pull an emotional trigger. No matter how sophisticated or analytical the person in front of you may be. Final decision-making is always emotional. You must find their deep, burning desire and attach your product or service to it. They must see and feel your positive solution coming into their personal lives immediately. You must generate dialogue from them. A monologue of spewing generic features and benefits will not get the job done. 

This book is not a novel written to entertain you. I want this book to be fun for you to listen to. But there will be lots of hard work on your part to interpret the material and then apply it. The brain can only absorb three bits of information at one time. This book offers lots of little bits. Don't be in too much of a hurry to finish listening to any one particular section. You need to slow down your listening speed. Take in a few pieces of information at a time. Process it, and determine if you think it will work. Will it be beneficial for your particular selling efforts? Once again, this is not a book to be listen to once and then put away forever. This is an active road map to help you become more successful.