This book explores the changing nature of sales in the 21st century, arguing that everyone is now involved in selling, whether it be products, services, or ideas. The author examines the impact of technology, the rise of entrepreneurship, and the growing importance of education and healthcare on the sales landscape. He introduces the concept of "non-sales selling", which encompasses persuasion, negotiation, and influencing others in a variety of contexts. The book provides tools and techniques to become more effective at moving others, including attunement, buoyancy, clarity, pitching, improvising, and serving. It advocates for a more honest and transparent approach to selling, shifting from a "caveat emptor" to a "caveat venditor" model, where sellers must serve first and sell second.

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