What if the best sales lessons weren’t found in a classroom…
but hiding in everyday life?
This is a book about selling. But unlike most sales books, it doesn’t focus on a single methodology.
Instead, it brings together 42 short stories drawn from everyday experiences – buying a tennis racquet, cooking a canned duck for friends, choosing a bottle of sake, even playing pickleball – that reveal a valuable lesson about selling. Insights into influence, trust, communication or decision-making that you can apply immediately in your own sales conversations.
It’s not a textbook. It’s not one big concept stretched out over 200 pages.
Each chapter takes just a couple of minutes to read, making it easy to pick up a single idea, put it into practice, and come back for another later. They’re practical, enjoyable to read, and stay with you long after you’ve finished the chapter.
While many people know me for my work in channel strategy, this isn’t a channel book. It’s written for anyone in a sales role – whether you sell directly, through partners, or in a completely different industry.
In a world where AI gives everyone access to more information than ever before, the human side of selling becomes more important, not less. That’s what this book is really about.
Inside you’ll discover practical ideas to:
- Build trust earlier in the sales process
- Better understand what really drives buying decisions
- Handle objections with greater confidence
- Communicate with greater impact
- Negotiate genuine win/win outcomes
This book helps you recognise sales behaviour hidden in plain sight.
Because once you start noticing 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.
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.
Book Moheb to speak at your next sales conference:
