In most lines of business you can spot the losers complaining they just lost the deal, the job, the transfer or the promotion because it went to someone the boss knew, or someone the customer already had a relationship with. It was a stitch-up. It was so unfair. Why didn't they buy the best, or employ me because I was the best? Welcome to the real World. If you want to get on and be a success you need to know how to get on with poeple, what's on their mind, and how you can help them. To do that you'll need to start listening very well. This book tells you how.
Business and life is all about relationships. No relationship - no business. That doesn't mean that the business always goes to the insider - but when all things are equal, the business goes to the person the buyer has the best relationship with. And frankly you won't even get a hearing if you have no relationship.