Alan J. Zell

After spending 25 years in retailing, in 1983 I started my consulting business, Attitudes for Selling. Early on I found the tenets our family used in our store (without knowing they were theories of selling) were applicable any time anyone would be asking others to accept and adopt what they wanted others to do.

The fascinating thing to me was that while all businesses are different, there are commonalities when it comes to selling one's ideas, information, skills, services, or products. Selling takes place inside a business or organization as well as with customers, clients, members.

The book, "Elements of Selling" is a result of my almost 30 years of breaking down for my business clients what is thought to be a very complex topic. By putting aspects of selling into understandable parts, clients could combine different elements for particular selling situations as they arose. These parts became the Elements in my book.