When it comes to sales, it's easy to identify the heroes and villains, but Adrian Davis provides a compelling and detailed explanation in Heroes, Villains, and the Thrill of Professional Selling. Using relatable analogies that compare sales to cinematic superhero tropes, this book explains how to find success in your customer's stories instead of your own.

Based on the principles of strategic account management, strategic selling, and the concept of "Co-Creating Value", this approach to engaging customers draws upon an ideal from the movie industry: your customer is the hero in the story. Adrian Davis simplifies the hero's journey with practical examples, captivating stories, and useful templates to guide your learning.

Using movie genres to compare different customer types, Adrian draws analogies between the movie screen and sales meetings to educate the salesperson, or by analogy, "the director", on creating a positive buying experience for customers. Whether you prefer action, mystery, romance, sci-fi, comedy, horror, or drama, Adrian's explanations are sure to make you a sharper sales professional and cinephile as you continue working with your customers.

Follow Adrian's advice and don't editorialize; let the story do the work! Read his lessons learned, put them into practice, and embark on your own exciting journey for stronger relationships and success.