Most people think of sales as a struggle to make people do something they don't really want to do. But that cut-throat mentality makes the process much harder than it has to be - especially in an economic downturn when customers are more suspicious and defensive than ever. It's far more effective when salespeople think like 'go-givers' and focus extensively on creating value for the customer. Illustrating their points with a wide range of examples, Burg and Mann offer tips and strategies that anyone in sales can start applying straight away.