Soft Selling in a Hard World Plain Talk on the Art of Persuasion

Most businesses unknowingly sabotage their own success. This book reveals the 7 profit-killing mistakes that hold companies back-and how to fix them. Here are four:

You sound just like everyone else.
If your messaging is full of industry jargon and technical talk, potential clients can't tell you apart from the competition. Learn how to craft a clear, compelling conversation that speaks your client's language and sets you apart.

You're selling expertise, not results.
Clients don't want to decipher technical details-they want to know how your solution benefits them. Discover how to translate your knowledge into decision-ready insights that make buying easy.

You struggle to defend your price.
Too many companies let "the market" dictate pricing, leading to unnecessary discounts. With the right strategy and a unique value story, price becomes just another part of the conversation-not a deal-breaker.

You think this doesn't apply to you.
Success is easy in a booming market. But when conditions shift, poor positioning can be fatal. Learn how to think like your clients and increase your revenue by 25% to 100%-even in tough times.

If you're ready to stop competing on price and start winning on value, this book is your roadmap.