Book excerpt: The three effective sales ability qualities are: First, the ability to be effective in communicating with customers. The Second, is the ability to listen- to allow customers acknowledge feelings of care, essential for encouraging trust and loyalty to doing business. The structuring of a sales process that benefits a salesperson, his organization, and the customers can be achieved by effective listening. The third effective sales quality is the ability to understand customers. Effective salespeople use their communication and listening skills to understand their customers. It is a very important strategy that helps control customers. The strategies I used to sell volumes of products were not magical; they were, instead, my utmost desire to maximize my income as the primary benefit for being a professional salesperson. Understanding customers makes the difference. I believe that what I did to achieve sales benefits can be done by anyone who makes good efforts to try to become the best they can be in sales business. How the author wants the reader to understand the three sales abilities: Communication. Every communications must concentrate on matters involving product sales and purchases. Listening. Listening should involve giving attention to customers' verbal and non-verbal cues as relates to their purchasing needs. Understanding. Understanding is the key to knowing how to successfully respond to customers' needs. These are the essential sales principles the author followed to achieve sales business success and growth. The author acknowledges sales career as a profession with a desire to achieve financial success. The same desire was his motivation towards his hard works for success. This is why he believes that anyone with such a burning desire for success as he had, can also achieve sales success.