Based on seven separate research studies of top salespeople and more than 100 interviews with the heads of today's most successful corporations, "Selling 2.0" captures the key concepts of a renaissance. In his book, author Josh Gordon tackles the challenge of selling in a new age of increased information, power and customer choice. Gordon says today's smart salespeople must stop pushing for sales and start motivating customers to buy.

Gordon's research shows that the most important factor motivating a customer to buy from one salesperson over another is the level of trust in the salesperson. The book's 10 biggest lessons:

1. It is more important to be well trusted than well liked.

2. You have to create value, not just talk about it.

3. There are bigger differences between how you and your competition handles customers than between your products.

4. You sell to a customer network, not a collection of isolated customers.

5. Information is a commodity; knowledge is power.

6. You will sell more as an agent of change than as an agent selling products.

7. You are your client's personal brand manager.

8. Customer loyalty is the result of better customer strategy, not better customer service.

9. It is easier to differentiate your product in the future than in the present.

10. The biggest sales will go to the most aggressive customer motivators, not the most aggressive customer pushers.

The paperback book is priced at $12.95. For more information, visit www.penguinputnam.com.