Your decision to take this course has the potential to shape the trajectory of your career. In a free market society, there is always room for leaders who can make a positive difference. The science of persuasion and its application in professional selling is a wonderful foundation for every leader. The authors of this book are passionate about the micro view of sales—the reality that everybody sells—and the macro view of sales—the fact that nothing happens in the global economy until someone sells something! We are also passionate about human performance science and the role of leadership in making things happen. We believe that this textbook will be a valuable resource in your lifelong career in sales and sales leadership. Welcome to your journey into the principles and practices of leadership that will enable you to elevate results for the sellers you lead.