Foreword
Selling and sales are increasingly recognised as vital elements in driving the growth that is desperately needed to lift most Western economies out of the current recessionary times. This recognition has led to a wave of books extolling the virtues of a certain type of sales person, a specific sales process or just emphasising the fact that everyone needs to be selling in order to be successful.
This book – and the concept of the Critical Hour – is different because it actually brings evidence-based insight to the actual moments when a sale is made. Of course, no one is questioning the benefits of having a process, a plan or a sales methodology, but these are but garnishes to the main course of getting face to face with a potential ...
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