Recognized internationally as one of the most effective sales improvement guides ever written, is an invaluable text for sales and marketing professionals. It explains clearly how to put winning techniques into action, featuring advice on getting a sale despite not being the cheapest, turning a customer into an ambassador, building a positive attitude that gets results, beating the competition and closing a sale. This 25th anniversary edition of has been revised and is full of even more sales tips and essential practical advice. With a foreword from James Caan, successful entrepreneur, author and former investor on BBC's Dragon's Den, it has been updated to reflect current selling techniques and includes success stories from readers of the previous editions who applied what they learned in the book.