This book investigates the systematic application of programmed learning techniques to the field of professional sales and persuasion. Raymond J. Burby utilizes his background in instructional design and corporate training to break down the complex interpersonal dynamics of selling into a series of logical, repeatable steps. The text argues that sales proficiency is not an innate talent but a skill set that can be acquired through structured practice and behavioral reinforcement.

Experts often cite this work as a classic example of the programmed instruction movement applied to corporate training. Readers frequently note the structured, modular nature of the prose, which facilitates self-paced study for sales professionals.