Reading "Lies and Myths We Have Been Taught in Selling" will immediately double your sales. It is like no other book you have ever read. It "debunks" 37+ sales principles which are absolutely not true, according to Clarke. Principles such as 1) "You have to earn the right to close" (Why?) Close everyone, no matter what. 2) "Sell the sizzle, not the steak." Not for Bulls and owls, they both want "steak," not "sizzle." 3) "it is rare for someone to 'buy' (Give a check and sign a contract) the first day on big ticket items or multimillion dollar sales." Not true Tigers and Bulls - 50% of the population are both fast decision makers and WANT to buy the first day, no matter what the product. Examples of selling include: Multimillion dollar chemical contracts; high and low end real estate, new homes, retail, yachts, Luxury items, restaurant industry and marital relationships. This book "flies in the face" of traditional sales principles, and has methods to turn every reader into a "Master Closer," more than doubling their sales. Have you ever been "TORTURED" by a salesperson, because they did not sell you the way YOU wanted to be sold? This book goes to great lengths to show you how NOT to "torture your buyers." If you always sell the way YOU would like to be sold you could be losing at least 1/3 to 1/2 of your sales. Also you could be "torturing" 1/2 to 3/4 of your buyers with really realizing it.