What if the best sales lessons weren’t found in a classroom…
but hiding in everyday life?

Like the tennis racquet I didn’t buy. The Danish bookshelf I never asked for. The pink shirt I shouldn’t have worn. Even the canned duck I cooked for friends.

Each one taught me something about selling.

So I turned them into a book.

42 short, sharp lessons – each one you can read in around two minutes and apply immediately.
(And of course… 42 is supposed to be the answer to Life, the Universe and Everything)

They’re quick to read… and genuinely enjoyable along the way.

While a lot of people know me as a channel person, this isn’t a “channel” book. It’s for anyone in sales – direct or indirect. In any industry.

This isn’t a textbook. It’s not one big idea stretched out over 200 pages.

It’s a collection of practical ideas to help you:

  • Build trust early – without trying too hard
  • Uncover what’s really driving a decision
  • Handle objections without getting defensive
  • Make your message land the way you intended
  • Spot what others miss in everyday conversations

Once you start seeing what others overlook, your conversations change…
and so do your results.

What people are saying after reading it

How the book works

This isn’t a book to read cover to cover.

It’s a collection of short chapters you can finish in the time it takes to drink a coffee — each with its own lesson.

They’re grouped loosely around the sales cycle, but each one stands on its own.

  • Some chapters are practical – like preparing for meetings, structuring proposals, mapping stakeholders. In those, you’ll find a QR code linking to the frameworks I use.
  • Others focus on mindset – negotiation philosophy, curiosity, listening with intent.

The chapters are bite-sized for a reason. Read one or two before your next call. Reflect on them. Then decide what you’ll do differently next time.

Image of book
“Moheb’s unique blend of humour and insight makes this a must read for anyone looking to improve their sales skills. Short, relatable ideas you can actually use… and laugh along the way.”
Tan Hong TamSales Manager, Data#3
“This isn’t like most sales books that teach one core methodology. It’s full of short, practical ideas you can use straight away. And if even just one of them sticks, it’ll improve how you sell.”
Oscar Settle Regional Sales Manager ConnectWise
“I don’t have time to read many books, but this one nailed it. Short, practical stories about the lessons great salespeople pick up, and bad ones never seem to learn.”
Mike TraceyOwner, Auto Drip Paint Protection
“I found myself using ideas from this book as soon as I read them. The chapters are short, practical and easy to apply, especially when I’m just about to meet with a customer. I’ve been highlighting my favourite lessons along the way.”
Clive CarterSales Associate, Belle Property
“As a healthcare business owner, I don’t think of myself as a salesperson. This book showed me that I am – and gave me simple, practical ways to do it better.”
Adam SchoberOwner, Spine & Health Chiropractors
“The ideas are great, but the templates are what make this really useful. They’re simple and practical and easy to use – especially when you’ve got a customer meeting coming up.”
Karl Ivan Del RosarioSales Exec, The Channel Company

About the Author

Moheb Moses is known for his practical, story-driven approach to sales training and communication.

Over the last two decades, Moheb has delivered sales workshops and keynotes across Australia & New Zealand, USA, Asia, UK and Europe, helping thousands of salespeople sharpen their craft.

A regular keynote speaker at sales conferences, he was inducted into the prestigious ARN IT Hall of Fame for his outstanding contribution to the Australian IT Industry.

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