The purpose of the book is to tell some real life stories that the reader will relate to. It is not prescriptive and does not shout out what is right and what is wrong. On the contrary, it is descriptive and each story is underpinned with a powerful lesson that helped Conor the next time around. In the early 1990s Conor worked for a particularly kindly Jewish family in London. Arnold, the family head, was wise, successful and wealthy. Conor had made a costly mistake in his youthful eagerness to sell. The next day, Conor was summoned to Arnold's office. He was nervous and feared the worst. In his soft voice Arnold said, "Conor, good decisions come from wisdom. Wisdom comes from experience. Experience comes from bad decisions". That is how we learn, how we really learn. Sometimes, to believe the fire is hot, you need to get burnt. When you do, there is no book better than raw experience. SALES TALES is based on the occasional foray into the fire; it is a book of real stories and sales stories that will teach anyone how to sell.