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Soft Selling in a Hard World: Plain Talk on the Art of Persuasion 2nd edition by Vass, Jerry (1998) Paperback Paperback

4.4 out of 5 stars 88 ratings

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Product details

  • ASIN ‏ : ‎ B010CKSPOU
  • Language ‏ : ‎ Middle English
  • Item Weight ‏ : ‎ 12.6 ounces
  • Customer Reviews:
    4.4 out of 5 stars 88 ratings

About the author

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I sold services for nearly sixty years. For the past thirty-five years I taught persuasion and deal-making skills to sales executives and senior management of professional services firms worldwide. I am a business cynic who believes that if my clients settle for a "level playing field" and their "fair share" of the market they will go broke.

A contrarian thinker, I have made a career of separating fact from fiction, myth from reality, and success from failure. I founded VASS Executive Sales Training® and authored 'Soft Selling in a Hard World, Plain Talk on the Art of Persuasion' a best seller, and with my partner, Iris Herrin, also wrote 'Decoding the BS of Business, Selling to Executives, Plain Talk for Professionals'.

As early as 1980, in addition to business manuals, I wrote fiction. Often, I wrote at picnic tables across America, in RV parks sitting in the back of a Dodge Van out of the rain, or above the wide Columbia River or the deserts of Utah and the mountains of Colorado. Compulsively, I designed stories from what i observed around me; the way people thought and acted with the backgrounds of their world behind them, like a movie.

A photojournalist by training, I work to capture storytelling detail that surrounds and adds color to a story. While sometimes facts must be rearranged to tell a story with a beginning, middle and end, the central truth is almost always preserved. Therefore, much of what I label as fiction is true but not exact.

"Sleeping Big in Smallville: A Telluride Story" is the result of thirty years of observation and experience as a full time resident of Telluride, Colorado.The decades of the 70s through the '80s were a time of enormous change and excitement for the town as it transformed itself from a mining town to a playground.

I write to entertain my friends. (They know who they are.)

Jerry Vass books are available at

Customer reviews

4.4 out of 5 stars
4.4 out of 5
88 global ratings

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Top reviews from other countries

Steven Cook
5.0 out of 5 stars Great book
Reviewed in the United Kingdom 🇬🇧 on April 8, 2016
Kevin Grafil
5.0 out of 5 stars Transformed my sales process!
Reviewed in Canada 🇨🇦 on February 2, 2022
5.0 out of 5 stars Este livro é prático e imperdível nos dias atuais.
Reviewed in Brazil 🇧🇷 on April 14, 2022
5.0 out of 5 stars The Book Delivers - Very Useful for Real Life AND Business
Reviewed in Canada 🇨🇦 on January 9, 2017
5.0 out of 5 stars the only book you ever need
Reviewed in Germany 🇩🇪 on May 1, 2014