The First Book on Neuro-Linguistic Programming (NLP) applied to Sales and Marketing. This work helped change the rules on how to create and implement sales and marketing campaigns in the 1980's and is still very relevant. Featuring important semantic and cybernetic research, this dynamic guide reveals powerful persuasion strategies that will help any salesperson "read" the emotional and mental makeup of a client--then customize a sales presentation the prospect will find irresistible.