The author of this book, Mark McCormack, is an entrepreneur and a pioneer of the sports marketing industry. In this title he takes the reader step-by-step through the basic components of a sale. He describes how to identify a customer, reach the customer and persuade the customer to buy. The book deals with the obstacles to selling - fear, ignorance and sloth - and shows why everyone was born to sell. It shows how to assess where one is in the sales process, and warns of the seven sins of salemanship. It concludes with a chapter in test form so that readers can monitor their own progress. Mark McCormack is also the author of MacCormack on Negotiating and What They Don't Teach You at Harvard Business School.