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Booklist Review

This is a short, clever book for sales professionals. It does not teach the reader how to manipulate potential customers, but it does offer much good advice on achieving rapport and fostering trust by learning how to listen and by approaching a sale from the customer's perspective. Johnson breaks people down into three groups: visuals, who like to make concrete images of concepts; auditories, who like the sound of concepts; and kinesthetics, feeling- based people who often say ``I feel that . . .'' Johnson shows that a seller is more likely to gain acceptance for a product if it can be explained in ways a potential customer can understand. There are extensive examples, many good sales techniques, and pointers for recognizing when to talk, when to listen, and when to ask for an order. Recommended for general collections. Glossary, suggested reading; to be indexed. BK.