Book excerpt: If you are a professional salesperson, sales manager or director, VP of sales, CEO, any role in marketing, or anyone supporting selling efforts, this book is for you. It will teach you updated tools, language and tactics of selling in today's market. Michael Griego, a professional sales consultant and trainer to Fortune 500 firms and leading Silicon Valley technology firms, has reduced the keys to sales effectiveness to 42 rules. These rules have been road tested over 28 years of personal sales and management experience and close observation of many salespeople and sales organizations. These rules apply to all selling efforts, from high-tech enterprise sales to non-technology sales. Sales isn't rocket science, but it's not ABC simple either. While selling is often either over-engineered or over-simplified, today even the professionals are caught off-guard in a changing world and marketplace. "Old school" is out; new school is in, but with a twist. There are key sales fundamentals that never go out of style but still need a refresh. This book, 42 Rules to Increase Sales Effectiveness (2nd Edition), upgrades and adjusts foundational rules for today's business environment to increase the overall sales effectiveness of individuals or teams. In '42 Rules to Increase Sales Effectiveness (2nd Edition), ' you will learn: The Effective Sales Perspective The Effective Sales Process The effective Salesperson Effective Territory Management Effective Sales Communication The Effective Sales Meeting Effective Sales Closing This book will challenge standard conventions while reinforcing best practices that have gotten lost in the recent advancement of new technologies and modern tools. It's a great read for any professional to confirm that their own "salesmanship" is still on target and appropriately current. Use this as your own handbook to reset on key best-practices for the new day or teach a new generation 42 nuggets and practical applications of this fascinating activity called Sales.