Combining the experience from a 30 year successful career in technology sales, in conjunction with in depth interviews from other career sales executives, sales management, as well as C level executive decision makers, the author offers sound advice for individuals interested in pursuing a career in professional sales.. The primary objective of the book is to accelerate the learning curve for professional sales execs. The secondary objective is to make it an enjoyable read by relating real sales stories that underscore a sales principle. Readers typically remember a principle if it is told via a story. The story can then be applied to your personal sales environment. Additionally, these stories relate to higher level principles that the author refers to as UNIVERSAL SALES TRUTHS. These are truths that stand the test of time. Regardless of the timeframe, environment, product or service, if you adhere to these UNIVERSAL SALES TRUTHS, everything else will take care of itself. The author deals with topics that are rarely covered in sales related books; such as developing your annual business plan, the art of listening, career changes, handling a lost sale, the financial sale, and the business relationship, to name a few. This is NOT a book of sales tactics and closing strategies. It is written for individuals interested in taking their career as a professional sales exec to the highest level.