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Get Real

Ditch the tricks and put puffery aside. According to sales expert Jacques Werth, honesty really is the best policy.

This story appears in the June 1999 issue of Entrepreneur. Subscribe »

In his 40-plus years of selling everything from fork lifts andcars to machines used in making silicon chips, Jacques Werth hasaccomplished at least two things: He's made a lot of money andlearned a lot about sales--enough, in fact, to write a bookentitled High Probability Selling (Abba Publishing). But it'snot just Werth's experience that makes him noteworthy; it'shis revolutionary view of selling, which downplays aggressiveness,has little use for motivation and disdains even the modest use ofpuffery.

Following is an interview with Werth, who, for the past nineyears, has run High Probability Selling, a sales and marketingconsulting firm in Dresher, Pensylvania.

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