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Zero Resistance, by, Harry Mills

Zero Resistance, by, Harry Mills

$ 24.95 USD

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Harry Mills educates the reader how to reinvent the sales process in Zero Resistance: The Science and Secrets of Supercharging your Sales by Eliminating Buyer Skepticism and Mistrust.

For the first time in the history of selling, buyers hold the cards. Google-driven technologies have armed buyers with anytime, anywhere access to the choices and information they need to call the shots.

Century-old tell-and-sell persuasive packages of sales tools and techniques, even when dressed up as consultative selling, no longer work. When buyers hold the power and knowledge they resist attempts at direct persuasion. As a result, sales productivity is plummeting.

However, psychologists who study influence have discovered a form of influence that’s more potent than the many forms of direct persuasion sellers still cling to. This new, more powerful form of influence is called self-persuasion.

Zero Resistance is the first book to show sellers how to sell more by using the power of self-persuasion to dissolve and eliminate buyer resistance. This book reveals how self-persuasion is the key to engaging and winning the trust of today’s skeptical customers.



Harry Mills is the founder and CEO of The Aha! Advantage, an international consulting and training firm. He is the author of 14 acclaimed books on sales, motivation, persuasion, business development and negotiating that have been translated into 18 languages. Since 2002, Harry Mills has been the subject matter expert on persuasion for the Harvard ManageMentor program. 

His newest book, Zero Resistance: The Science and Secrets of Supercharging your Sales by Eliminating Buyer Skepticism and Mistrust was released in February 2017. His book The Rainmaker’s Toolkit, How to Find, Keep and Grow Profitable Clients was selected by CEO Advisor as one of its top ten U.S. Business books in 2004 and described as the “new bible in professional services.”

For the past 27 years, The Aha! Advantage and its legacy firm, the Mills Group has been helping a mix of blue chip clients grow their sales and clinch big deals, which includes GE, IBM, Toyota, Oracle and Ernst & Young.

  ISBN List Price Wessex website price
Hard cover 978-0-9976840-2-5 $39.95 $39.95
Soft cover 978-0-9976840-3-2 $24.95 $24.95
eBook 978-0-9976840-6-3 $24.95 $24.95


“One of the great secrets of sales is that the best way to persuade others is to let them persuade themselves. In this fun, practical book, Harry Mills shows us how.” Adam Grant-Wharton professor and New York Times bestselling author of ORIGINALS and GIVE AND TAKE
“Zero Resistance is one of those rare sales books that breaks new ground. Mills takes us through a new way to think about selling that is both compelling and brilliantly conceived. If you’re selling anything for a living, just grab this book and read it.” Michael W. McLaughlin-Author, Winning the Professional Services Sale-Publisher: Management Consulting News
“Harry Mills demystifies and solves the challenge of selling in the age of Google. A must read for CEO’s, sales leaders and all front-line sales staff.” Alistair Davis CEO and Managing Director, Toyota New Zealand
“Zero Resistance is a very practical guide on the art and science of persuasion. Harry balances rigor and accessibility to provide anyone who influences or sells to clients with valuable tools they can deploy within minutes of reading.” Richard Stewart-Corporate Value Partner, PricewaterhouseCoopers-Author, Strategic Value: Value Analysis as a Business Weapon.
“There are dozens of good books available on sales. Zero Resistance is one of the best. You will never look at selling the same way once you’ve read this book. It’s a book for thinkers.” Geoffrey Moss Author, Persuasive Ways & Getting Your Ideas Across

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