The four books I have written and published are really one big book, based on one big idea. That idea is that the craft of professional selling evolves over time. The arc of this evolution bends towards greater value creation and away from the more transactional approaches still being used. What once was a valuable conversation doesn’t create enough value for clients in this environment. When how you sell is not valuable for your clients, you need to change your overall approach to one that creates the level of value that your clients find valuable enough to buy from you.