It’s time to forget everything you think you know about selling. Winning new customers is the number one challenge 80 percent of entrepreneurs face—and a big reason half of small businesses fail within five years. In Buyer First , Carole Mahoney—who once struggled to pay bills and is now a top sales coach and influencer—says the reason so many of us are bad at selling is, well, we think selling is bad. In the “book my clients have been asking me for,” Mahoney shares her revolutionary sales-success formula that draws on data from 2.2 million professional sellers, plus solid research on the psychology of decision-making and behavior change, to show you that sales isn’t something we do to others, it’s something we do with them. With her approachable, honest writing style, Mahoney is like your personal sales coach, guiding you to tailor your current sales strategy in a way that’s consistent with your values and strengths, so you can align how you sell with how customers buy. Complete with worksheets and exercises like exploring your own Sales Origin story, Buyer First teaches you the tactics of a collaborative selling framework. Each point is backed up with real-life stories from Mahoney’s colleagues and students as well as her own experiences. Not only does Buyer First promise to transform your sales approach, help you change your behaviors, and get consistent results—it’ll make you feel fantastic about every transaction.