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!