This little book was developed from observing and then redesigning twelve-thousand executive-level sales presentations to make the buyer comfortable and improve success rates 25% to 100%. There is Hard Way to sell and a Soft Way. The Hard way is an agony for both buyer and seller. The Soft Way is the way humans actually interact when searching for the Buyer's problem and solving it in a natural, easy, conversational way. It is about human behavior-yours and your Buyers'. These Soft Selling skills can remove much of your selling stress.