This book examines how customers think when they are buying. In other words, it explains how customers like to buy But simply knowing how a customer likes to buy is only half of what is required to make a sale. Why? Because how the customer likes to buy is not, necessarily, how we like to sell. When the two styles or approaches fail to coincide we have a problem - no sale. This book takes you through the various stages of identifying your selling style. It then looks at we can identify a customers buying style.