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we progress, other books are suggested for further understanding in specialized areas of study. One of these areas is the understanding one’s own personality and the sometimes adverse effects differing personalities can experience during customer interaction.

What is it that you seek? Do you seek riches? Do you seek happiness? Are you seeking a new car, a new home, a new wardrobe, a lengthy and enjoyable career, or a job to just pay the bills? It does not matter what you seek as much as your understanding of your motive to seek it. Many people head into sales with no idea as to why or where they want to go. This book helps you to define these parameters.

I have watched, spoken to, and worked with thousands of salespeople. I have observed seven distinct evolutionary levels of growth and understanding. From the underwhelming (a place I have personally spent more time than was necessary) to those who move with customers through the sales process as if it were effortless. They seem to glide along like an Olympic skater, with barely an effort and with tremendous grace and speed, as if there were no customer resistance. Those who do not understand what is happening have been inclined to call these customers “lay downs” when it is not the customer as much as the salesperson that has made the process so effortless.

While conducting a sales class one day, I noticed that many of the students were challenged to apply some of the advanced steps that you will see shortly. The following day, I asked for

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