Generating and increasing sales is a continuous cause for concern for many organizations. How much untapped potential exists within any given current sales organization? Estimates by salesmen and their managers of between 50 and 100 % more sales with the same margins are no exception.Another important question: which part of sales does the organization truly control? By designing your commercial department in a professional manner and creating true 'Sales DNA' in the process, you can gain more control over your sales.It is important for Sales DNA to be commonly experienced, without concessions. Only then will a learning effect arise with salesmen, which will lead to surprising results: you will be able to better serve your customers, and you will generate higher sales, with a higher margin. In this book, Wessel Berkman describes how to design a tight commercial organization and, in doing so, create Sales DNA - a focus on optimally serving customers by viewing their wishes as 'pains' and looking to take these away.The approach is straightforward, practical, with clear steps and a focus on skills and challenging management. It has been tested in many organizations. Sales! allows you to get on it immediately.