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PERSONAL SELLING: Theory and Best Practice in Building Customer Relationships
People do not buy from arguments—they buy from people they trust. This book transforms selling from a skill of persuasion into a discipline of service: listening first, uncovering real needs, and building value that lasts far beyond a single transaction. Whether you are new to sales, leading a team, or refining your approach, here is the framework to become the trusted adviser buyers seek—one honest conversation at a time.
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Personal Selling: Theory and Best Practice in Building Customer Relationships redefines what professional selling truly is—not persuasion, pressure, or charm, but understanding, partnership, and value creation. From the foundational shift from transactional to relationship-oriented practice, through the step-by-step selling process, communication skills, trust-building, negotiation, and sales force leadership, this book equips readers with proven, ethical, and enduring principles. It bridges theory with real-world examples, research-backed methods such as the SPIN questioning framework, and guidance for adaptive selling, digital evolution, and long-term customer loyalty.
Designed for students, sales professionals, managers, and entrepreneurs alike, this text places integrity and mutual gain at the heart of the profession—showing that the most successful sellers are not those who close the fastest, but those who earn trust and keep it.
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Kompri Kompri
Kompri is an academic, author, investor, and educator based in Jambi, Indonesia. He holds a doctorate in Education Management and has written thirty-five books and fifty scholarly works. Alongside his academic career he builds digital tools and sells his books to readers around the world. The Expertise Engine sets down the method behind that work, so that any reader, in any country, can turn what they know into a product.
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