Models, charts, samples and stories make it easy reading and practical. Used by Caterpillar, Pfizer, USB and other Fortune 500 companies. 18 illustrations. Intense competition and tough times make selling an even bigger challenge than it was before. But with the Counselor Approach, salespeople work alongside customers in a partnership that produces wins for both. Throughout the Relate-Discover-Advocate-Support process, the salesperson builds trust and becomes a valued advisor who helps the customer solve business problems and reach goals. A fast-reading text rich with cases, conceptual models and an applications chapter make it easy to adopt the approach. More than 500,000 North American graduates of the Counselor Salesperson course will find this a valuable refresher, and for new readers it will be an eye-opener.