I am recommending this book to four kinds of people: CEOs/ business owners, Sales Managers, sales people and business thinkers, each for a different reason.After you read this book, one of the things you'll understand is that the first three should never be the same person (a sin I am currently committing).CEOs will find very compelling advice about structuring the sales function properly and how to fit it in the context of a well functioning organization. They will find not only high level thoughts on vision, culture, systems, processes, planning, and strategy, but very specific tactics and ideas on how to simply and effectively implement them and how to effectively measure the return of these implementations.It will also show CEOs how to properly recruit, select and evaluate the sale management team.For sales managers, this book should be invaluable in designing the sales function, selecting the sales force, recruiting the winners, coaching, teaching, motivating, compensating and measuring the results of the sales force. It will also give sales managers a great perspective into their role in building a company's culture and helping the CEO and the COO grow the company. The book is full of big picture ideas and philosophical guide-posts to help sales managers evaluate the difficult trade-offs they usually face, but it is also full of specific, practical ideas on how to effectively execute the functions of a sales manager.And for sales people, the book contains very unique and memorable techniques to create relationships with customers. One big differentiator of this book, is that the author's approach to sales is very honest. Unlike the traditional "always be closing" model of the hard sales techniques, the author recommends a "transfer of trust" model. He shows specific practices that enhance a salesperson's results both in the short term and long term, and they are not the trite techniques of other books. They are so original, that they'll truly help a salesperson differentiate herself from the competition.And for business thinkers, this book is not an abstract thesis on management, nor a soft, touchy-feely book about "laws of attraction", and the platitudes of most business-management gurus: this book tackles, from all angles, and from a holistic perspective, one of the most important functions of a business. This book is about non-obvious, specific methods to accomplish the main goal of growing the sales and profits of a company, within a well thought-out management philosophy and business structure that allow, promote and enhance such growth.