The stereotypical salesperson is pushy, manipulative and persistent. Most people don't like buying from them - and many salespeople don't want to be like this - so the traditional hard sell consistently fails to get results. Buyer behaviour has changed and to win new deals salespeople need to respond to the reality of the business environment. Principled Selling gives you that response in the form of a new approach to selling that gets you away from the stereotypes and gets you more sales. This highly effective, principled approach to business development helps you align your sales techniques with the new expectations of customers and clients. It gets people to buy from you again and again and gives you a real opportunity to get ahead of the game. If you'd like to increase your sales without ever having to cold call, this is the book for you.