About the book: 2021 / Larry Kendall came up with the concept of a ninja salesman, modest and focused on solving the buyer’s problems, when he noticed that aggression and pressure do more harm how they help sales. He taught his colleagues how to make deals softly and easily, and then thousands of other sellers. This book is a complete guide to Kendall’s method: the author explains the principles of soft selling, dives into details, analyzes nuances and mistakes, gives instructions and checklists. The book will help figure out how to sell complex expensive products, conclude profitable contracts, understand customer expectations and needs, formulate an offer for everyone and hit the target.