Kenneth Ward

Sales is distasteful to many of us. Whether we're buying or selling, many of us find the process ethically perilous and thus stressful. These four rules work in selling, in business, and in life, to ensure we are delivering value to ourselves and our clients.

I've seen many people working in a sales capacity who are absolutely subject-matter experts - their mastery of their category is unquestionable. That mastery often doesn't translate into effectively representing their company or their partner suppliers. Learn a basic process to ensure you stay on the sequence. minimize stress, and maximize your odds.

A simple and usable map of human decision-making styles, which helps guide our interaction while at the same time preserves respect for the individual.