Because buyers have the money, the world is theirs, and the sellers need to conquer them sale by sale. For those who read The secret to sell, know that a good salesperson creates the need to satisfy its customer with its product, has the ability to close the sale, do the follow up thinking always to sell more. But the equation has two parts, the new book by Gerardo Mendoza explores the buyer and the most important element: what it takes to buy.