<b> Applying the lessons of the bestselling parable <I>The Go-Giver</I> to real-world situations </B> <BR><BR> <I>The Go-Giver</I> took the business world by storm with its message that giving is the simplest, most fulfilling, and most effective path to success. It has inspired more than 125,000 readers; but some have wondered how the story's lessons stand up to the tough challenges of everyday, real-world business. <BR><BR> Bob Burg and John David Mann answer that question in <I>Go-Givers Sell More</I>, a practical guide that turns giving into the cornerstone of a powerful and effective approach to selling. <BR><BR> Most of us think of sales as a struggle to make people do something they don't really want to do. But that cutthroat mentality makes the process much harder than it has to be-especially in an economic downturn when customers are more suspicious and defensive than ever. <BR><BR> It's far more effective (and satisfying) when salespeople think like Go-Givers and focus exclusively on creating value for the customer. Cultivate a trusting relationship and provide outstanding service, say the authors, and great results will follow automatically. <BR><BR> Illustrating their points with a wide range of real-life examples, Burg and Mann offer tips and strategies that anyone in sales can start applying right away.