Richard Denny is the 'godfather of salesmanship' and Selling to Win has established itself as both an international best-seller and a classic sales text. The most inspirational business speaker in the UK, Richard has helped countless thousands of salespeople become high flyers and here he explains how to put his winning techniques into action. Selling to Win is full of unbeatable sales tips and essential practical advice such as how to: get a sale when you are not the cheapest, turn your customer into an ambassador, build a positive attitude that gets results, beat the competition and close a sale. Widely recognised as one of the most effective and powerful sales-improvement guides ever written, Selling to Win has become the salesperson's bible.