Integrity Selling for the 21st Century

Ron Willingham builds his sales method on trust: salespeople learn their customers' needs, believe they can meet them, and aim to give more value than they are paid. He contrasts salespeople trained in deceptive tactics such as bait and switch, who he saw suffer from stress, substance abuse, divorce and job-jumping, with those taught to sell honestly, whose margins, retention and customer satisfaction ran higher. The book updates the system from his earlier Integrity Selling, a program adopted by IBM, Johnson & Johnson, the New York Times and the American Red Cross, among others. It works through self-evaluation of goals and personality traits, then adapting style to each customer, with stories from over 2,000 companies.

Coldwell Banker chief executive Alex Perriello endorsed it as practical, crediting it with replacing outdated techniques with a six-step process. Guardian Life CEO Dennis Manning praised how it breaks the buying process into simple pieces.