Also, the repeated reminder of the importance of integrity and the intention to serve as core drivers of the sales process 'slick language mastery' aside. This takes some of the ick factor out of using sales scripts and tactics for me. They don't feel unnatural as he does them. My favorite part of the book is the increasing awareness that he does all of the things that he suggests adopting as habits to increase effectiveness of persuasion and communication of ideas in the book. He covers everything from timing, to attitude, to language patterns, to dealing with 'no' and rejection. Great read! Clear layout of the sales process as a series of measurable and implementable concepts.
