Selling isn't a perfect science. There isn't a 'right' way to sell. David Yule looks at 'Psychological' factors facing buyers, 'Motivational' Factors affecting buyers and how to ethically influence buyers. Practical tools include an easy to follow behaviour model and a 'Decision Influencers' model to appeal to individual buyers. The book starts with the 'Myths' of selling where David blows some popular training concepts. Prepare to be surprised Selling isn't a perfect science. There isn't a 'right' way to sell. David Yule turns selling on its head. Instead of looking at the sales process he...