Preface to the 2019 Edition

Nothing Happens Until Somebody Sells Something—at a Profit!

A lot has changed in the world of selling since I wrote the first edition of this book in 2001.

Buyers are much better informed than they were in the old days. Back then, a salesperson could bluff a buyer by saying, “If you add this to your product line you can expect to see a 20 percent increase in sales.” Try that and the buyer will likely punch out a few numbers in his laptop and say, “That's not what we found when we ran a test in our Omaha store. We only got a 4.2 percent increase in sales. Not enough to justify adding another SKU. We did 1 percent better in Chicago, but still not enough to pay off for us.”

Retail buyers know exactly what it costs to ...

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