Open the Mind and Close the Sale,” updated for modern readers by Willis H. Turner, retains the essence of John M. Wilson’s original guide to professional selling published in 1953. This seminal book, a cornerstone in sales literature, has been revitalized to address the evolving dynamics of the sales profession, incorporating changing societal roles while maintaining core sales principles. It serves as an authoritative source, offering insights into the art of selling, the importance of sales in driving the economy, and practical advice for sales professionals aspiring to achieve excellence in their careers.

Key Principles for Professional Selling:

1. Selling as a Profession of High Order: Recognizing sales as a vital profession that drives the standards of living and turns the wheels of industry.
2. Knowledge and Continuous Learning: Emphasizing the importance of product knowledge, understanding customer needs, and continual learning to adapt to market changes.
3. Professional Attitude and Skills: Developing a professional attitude towards selling, including integrity, hard work, and dedication to personal and professional growth.
4. Customer-Centric Approach: Focusing on satisfying customer needs through a consultative approach, building long-term relationships based on trust and mutual benefit.
5. Adaptability and Innovation: The necessity for sales professionals to adapt to technological advancements and changing market dynamics, while staying true to proven principles in their selling approach.

These principles, distilled from the book’s content, underscore the timeless nature of fundamental sales strategies while highlighting the need for modern adaptations.

“Open the Mind and Close the Sale” is a transformative guide that integrates John H. Patterson’s seminal sales principles with contemporary selling strategies. Patterson was the founder of NCR and recognized as the father of modern selling.