No matter what position you hold in an organisation, you have to sell products, ideas or yourself. Ronan has very skilfully and systematically taken the mystique out of selling and shows how this can be a realisable process. This book is more than just a collection of arguments but a real “how-to-approach” in the process of selling. Regardless of your selling experience, novice or master, it should remain at hands’ reach on one’s desk for continual reference. By applying these concepts and action points, my approach to selling has fundamentally changed, leading to very tangible successes. A permanent on my desk!’