A book that describes the psychology of selling through stories and examples from the author's life. From the point of view that selling is the answer to these main three questions: "What is it? How does it work? What can it do for people?" Lewis takes the ideas of selling away from coercive manipulation into providing an informative service where the sales person may or may not be in the loop of purchasing the product; but people come to trust and return to the salesperson because of the relationship of useful information for them that you have fostered as a salesperson.