According to the theory of 21, there are twenty people who will say no for every person who says yes. The secret to success in business is finding the 21st person, the individual who is open to ideas and innovation and who makes abstract ideas become reality. This book helps you identify the twenties--those who dislike change and fear risk--and teaches you how to elude them and to persevere despite their repeated assurances that whatever you're trying to do won't work.

When the customer raises the price objection, the customer is usually wrong. The price objection is the most frequent objection that sales professionals hear - but the customer is usually wrong. The old myth about the customer always being right is dispelled in this book that will change your perception of sales forever. Here you will learn who the customer really is and why they are wrong. You will also learn how to teach your customer why it is in their best interest that they buy from you. You will embrace the science of selling and find yourself enjoying sales with greater results.