This volume presents four convictions: everyone needs to know how to sell; everyone has to sell, thoughts if not things; leadership depends upon conscious application of the principles of selling; and that a study of the principles of selling is the best possible preparation for success. Following these convictions, there are four facts: selling is simply applied common sense; selling demands no hypnotic personality; selling needs no special cleverness; and trickiness, slickness, are not only unnecessary, but undesirable qualities. From these two sets of related inferences, one draws a final one: everyone should learn how to sell, and everyone possessed of ordinary common sense can learn how to sell.