Selling isn't a perfect science. There isn't a 'right' way to sell. David Yule looks at 'Psychological' factors facing buyers, 'Motivational' Factors affecting buyers and how to ethically influence buyers. Practical tools include an easy to follow behaviour model and a 'Decision Influencers' model to appeal to individual buyers. The book starts with the 'Myths' of selling where David blows some popular training concepts. Prepare to be surprised Selling isn't a perfect science. There isn't a 'right' way to sell. David Yule turns selling on its head. Instead of looking at the sales process he considers the buyers first. How they make decisions, their personality, roles and behaviours. Then and only then can you think about selling. The book is in three sections: 'Psychological' factors facing buyers 'Motivational' Factors affecting buyers and how to ethically influence buyers. Practical tools including an easy to follow Behaviour Model and a 'Decision Influencers' model to appeal to individual buyers. The book starts with the 'Myths' of selling where David challenges some popular training concepts. Prepare to be surprised Straight talking with examples to show how to maximise your effectiveness selling products and services. The concepts are equally valuable for new and experienced salespeople."