The Art and Skill of Sales Psychology: Why Buyers and Sellers Do What They Do by Brad McDonald Click here for show notes! The ART AND SKILL OF SALES PSYCHOLOGY lays out, in accessible terms that any sales professional can understand, how to identify and learn from the psychological motivators that cause buyers and sellers to do what they do. The book offers clarity and control over the sales process to salespeople, and powerful insights on coaching to managers. This book is a primer for exploring why people do what they do in sales situations.  If you are in sales and you have ever struggled to understand the mindset of your prospect; if you have ever wondered why honest, moral, ethical people choose to lie to a salesperson; if you have ever wished for more control over sales interactions that seem to ride a fine line between trust and confusion; if you have ever struggled to understand and deal effectively with your own mindset and your own frustrations when selling—this book is for you. It provides critical insights on human behavior that will help you to understand and control your sales calls. If you are a sales manager or a coach, this book will challenge you. It will ask you to consider the possibility that the best way to help a struggling salesperson may be to help them to create a better understanding of the fears, anxieties, and confusion that often arise about the sales process—both the seller’s and the buyer’s. Understanding this is more essential than drilling your team in the right tactics. Of course, the tactics are important. They’re the answer to the question, “What do I do?” But understanding the “why” behind the tactics might just be the best place to start.