The art of selling is not something you can learn in the college or in university. It is rather a combination of knowledge, expertise, skills, and synchronization which distilled through time and make you a better salesperson.

Of course, there are approaches and methodologies of how to become a better salesperson. Like Solution Selling which is used by many modern organization today (for the solution selling methodology you can read more information here, here and here)!

Rarely though came across a down-to-earth and comprehensive approach about the art of selling as the one described in the new book of David Fuess‘ “Why They Buy: A Bulletproof Method to Closing Any Sale“.

The book is a comprehensive guide for how to sell by understanding human nature and motivation. And it is a guide not just for the professionals of sales operations. It is a book for everyone wants to sell something.

Because we sell all the time. We sell our self, our brand, our agency, our products, our services, our solutions! and it is a craft needs a lot of effort to master and a lot of work to make it effortlessly and naturally.

That’s why it is so important this book. Because as the book of Anthony Iannarino “The Only Sales Guide You’ll Ever Need” this book aims at providing you the insights and the foundation of what is a good – and effective – sales practice.

The Why They Buy is a book describes what it is today come to known as the Fuess Method in sales (a name derived by its originator).

In short, the Fuess Method:

is a way of planting the seed of an idea in your mind through a series of questions that lead you to a logical outcome — and one that you wouldn’t propose if you didn’t think it was a good idea anyway. It’s a unique way of having you take the credit for making your own decision.

It is a methodology derived by many classical sales approaches using concepts and constructs trying to filter all these approaches and methodologies to an easy to-go sales approach.

The book contains an excellent rationale and real-world case studies to demonstrate the Fuess Method and how to implement it across various industries and business sections.

This book is very important if you want to:

• understand what the art of selling is today;
• comprehend how to develop trust and treat your clients as friends;
• help the people you serve to understand better their why and how;
• know how to sell effectively even though you don’t know your prospects;
• help people gain clarity on their decision process;
• build rapport with the people you serve and make them fans of your brand for life;
• deliver your ideas in a way that help people understand them better and help them decide better for your products/services;
• make a better set of questions to help your clients understand better what you do and how;

In conclusion, the book “Why They Buy: A Bulletproof Method to Closing Any Sale” is an excellent guide for any person wants to sell anything.

I recommend it as a valuable, and indispensable, in addition to your sales and marketing toolbox. Read it and make your sales process much more effective than it is today!