Soft Selling to Executives : Vass Company : 9780962961076 : 0962961078 : 23 Jun 2016 : Originally titled: Decoding the BS of Business. Executives and professionals speak different languages, as disparate as Swahili and Greek. Agendas, vocabularies, and cultural conditioning destroy meaningful communication between them. This book exposes selling myths and profit-killing gaps between illusion and reality. Executives live in a different world from the rest of us. They think differently, act differently, and buy differently. For the professions-those in our culture who package and sell information for a living-architects, lawyers, engineers, accountants, brokers, MBAs, CPAs, marketers, and consultants of every stripe, persuasion and profession, a shift of thinking is required to design and hold a Persuasive Executive Conversation. A number of preconceptions and cultural myths need to be bulldozed to clear the way for this thinking shift. Three things are required to answer the Buyer's