A hard-headed approach to all sells, soft or otherwise, disposes of bogus formulas (i.e. the ""presentation"" just a two dollar word for ""pitch"") and presents selling as a philosophy, not a technique, based on solid analysis and reasoned argument. While you must have confidence in your product, you must sell by design or plan, having thoroughly investigaged the needs, assessed your time in terms of the potential returns, and established the right premise, approach, along with what questions or obstacles may be faced. ""The surest way"" is the ""selfless approach"" and this invests selling with a certain intelligence and integrity it often does not assume in books of this sort. Good.