An Introduction to High Probability Selling

This Introduction is taken from the book “High Probability Selling” by Jacques Werth and Nicholas E. Ruben.


Why doesn’t sales training work?

Why is it that most people who attend sales training courses and seminars show very little sustained improvement? Why doesen’t modern sales training consistently produce successful salespeople?

Why is it that most sales training courses and seminars contain large doses of motivational psychology? Why is it that the sales profession is the largest user of motivational training? Is it coincidental that the next largest user is the armed forces? What is it that the armed forces and salespeople have in common that requires them to be the largest users of motivational training? How many carpenters, mechanics, CPA’s, claims adjusters or veterinarians need to attend motivational seminars in order to do their jobs?

How many professions come with a built-in fear of rejection and a reluctance to do the job? Why do approximately eighty percent of the people who enter the selling profession leave within the first few years? Why do so many who remain feel trapped or burned out in their jobs?

Why do most people try to avoid salespeople?

Is this all endemic to selling or is there something fundamentally wrong with the way we sell that causes these problems? Could it be that “Selling as the Art of Persuasion” is a concept whose time has come and gone? Could it be that it’s no longer profitable to persuade and convince prospects to buy what they don’t already want?

We maintain that persuading and convincing is no longer a viable selling strategy. Even worse, the attempt to do so causes too much tension, stress, and frustration. Therefore, we re-invented the selling process.

Everything’s changed. All the rules are different. Fear of rejection is no longer an issue. Resistance disappears. Relationships of mutual trust and respect develop naturally.

Self-esteem is a natural result of the process. Salespeople have standards. Who they are as people and who they are when they’re selling no longer have to be different.

High Probability Selling trains salespeople how to discover whether there is a mutally acceptable basis for doing business – without using manipulative techniques. High Probability Selling is not an improvement on, or a variation of, any sales technique you know. It’s a new paradigm that requires salespeople to sell with integrity in order to achieve outstanding results.

High Probability Selling takes salespeople off their knees and puts them back on their feet, with dignity, where they belong.

If you want to continue reading, you can find this Introduction plus the first 4 chapters of the book at

An Introduction to High Probability Selling

What High Probability Selling is About – Briefly

by Carl Ingalls
High Probability Selling is both a method of selling and a way of thinking about selling that is fundamentally different from how most people think about selling.
Most salespeople believe that selling is about convincing someone to buy from them.  They may use overt persuasion or subtle influence.  The objective is to change the prospect’s mind.
A different way of thinking about selling is to find people who already want what you are selling, rather than trying to convince them.  This is one of several core principles of High Probability Selling.
The way that you think about selling drives what you do.  What you do makes all the difference.
What High Probability Selling is About – Briefly