After diligently researching the top performing salespeople and studying their sales behaviors in a rapidly changing environment, the authors have created a state of the art blueprint that leads to greater sales success. The book recognizes that buying has changed in fundamental ways and salespeople that adapt faster will own the future.

As the head of Operations Strategy at a large Financial Institution, I was struggling to find a way to increase consumer acceptance of our most profitable product. After exploring the challenge with a series of industry sales experts, we selected and implemented the authors’ Critical Selling model. The results were profound! Within a short period of time, we had created a new sales culture in our call center, leading to an enhanced customer experience, increased agent satisfaction, and millions of dollars in additional sales. I highly recommend this book!

Anyone who thinks modern selling still involves a 20th century ‘sales cycle’ needs to learn the lessons of this book, particularly Chapter 6. It’s a ‘buyer’s journey’ today, and the spoils of modern business warfare accrue fastest to sales leaders willing to adapt to the tidal shifts in power, data, and influence that now dictate how we have to sell.”

“If you want to take your sales performance to the next level, this is the book for you! It truly opened our eyes and challenged our staff to rethink our sales approach to the ever-changing marketplace. Critical Selling is packed with research based tips from top performers and real life strategies that work. It helped create a consistent customer-focused experience across our organization, positively impacting our overall sales results. We could not be happier!”

“Justin Zappulla and Janek Performance Group have been Santander Bank partners for years. Our Corporate Banking senior sales team was trained on the Critical Selling program and it immediately drove real results. The contents in this book have been able to deliver that special ‘click” to our team here at Santander Bank in a recurrent basis which is something unique in a time of “broad brush approach.”

“As the sales landscape has evolved, so too have the needs of our customers. The methods, research and strategies provided in this book have given our sales organization the tools they need in today’s market to create a positive customer experience, grow relationships and improve conversion rates. If you are looking to increase sales, I would recommend this book to any salesperson, sales manager or executive!”