It's commonly believed that relationships are critical to success, especially in business. What's not taught in any explicit way is how to build effective relationships. In How To WHO: Selling Personified the authors explore the how's and why's of building effective business relationships. The foundation of How To WHO is that success is driven by relationships, which are at the core of every business transaction. The authors believe the old adage that people do business with people they know, like and trust. The fact is many people don't know how to build this type of relationship. When sales aren't working companies look for things to fix, changing products, services, activities, pricing, etc. How To WHO asks, "Have you ever considered focusing on your relationships first? If you wanted to, would you know exactly how to go about enhancing these relationships?" How To WHO addresses these questions by explaining how to do relationships rather than what to do in relationships; straightforward information readers can put into practice right away. The book discusses the dynamics at work in all relationships, e.g., trust, transparency, and empathy; the concepts of discount-revenge and intent-effect; the hidden operators in every person's mind and how they influence interactions; and how to enhance specific interaction skills: questions, listening, and paraphrasing. In selling there is one differentiator that no one can copy - the relationship with the customer. The book offers a 10-step process to build a relationship-based sales plan. The process leads the reader to explore the relationships that can help their business, how they interconnect, why they are important, and how to connect. A particular focus is on referrals and how to develop them proactively. How To WHO discusses how to: Understand the dynamics of effective relationships and the elements at work Enhance interaction skills to build trusting relationships and enable them to flourish Understand interaction tools that promote openness, authenticity, and clarity in communications Focus on the relationships that lead to sales results.