Passionate Ambivalence

When I first started writing this book I typed an introduction trying to explain why everyone should read it. I wanted to let all the salespeople of the world know why they should care about their customers, and I wanted to convince them that the top salespeople are the ones who care about their customers the most.

While I still believe that this is true, I don't know it for sure. Regardless, I can say with confidence that this book is not for salespeople who don't care about their customers. If you don't care about your customers, please don't read any further. In fact, if you don't care about your customers,
please consider a different career. It's people like you who stay in sales for the wrong reasons that give salespeople a bad reputation.

If you do care about your customers, then this book is about how you can show them that you care even more. This is about how you can help them in their own personal journey toward happiness.

The old-school ways of selling where you try to manipulate and cajole your prospective client into buying something are truly obsolete. We live in a time when people have endless information at their fingertips. They care what you think, but they know much of the basic information
themselves. Most of all, they want a salesperson they can trust. If you are looking for more manipulative sales tactics to figure out how to take advantage of more people and "close more sales," then please don't continue to read this book.

If you are interested in helping to promote what I believe to be one of the most noble professions on the planet, that of an ethical salesperson, then please read further. And, share what you read. I want everyone to be happier. That is why I wake up each morning. That is why I run my
wealth management firm. That is why I wrote this book. I hope that is why you are reading it.