The Hard Truth About Soft-Selling: Restoring Pride & Purpose to the Sales Profession

by George Dudley and Jeff Tanner

Are today’s client-centered salespeople really happier, more professional, and productive? With clarity and precision, world-class scholars George Dudley and Dr. JF Tanner systematically peel away buzzwords posing as facts and pop psycho mumbo-jumbo to expose a profession in the midst of an identity crisis. To sell effectively, modern salespeople are told they must present themselves as advisors or consultants” – while still accountable for old-fashioned closed sales. Dudley and Tanner offer a thoughtful and challenging counterpoint to the soft-selling craze, and convincingly remind salespeople everywhere what it means to sell with honor, pride, and intention.