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 or better margins are no exception.Another important question: which part of sales does the organization truly control? By designing a commercial DNA, with unique elements like the "Golden Bullets" in the structural and cultural domains, you can gain more control over your sales. How many structural and cultural "Golden Bullets" do you have?It is important for commercial DNA to be commonly experienced and managed without concessions. Only then will a learning effect take place in 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 develop and implement a unique commercial organization DNA - with an extreme focus on optimally serving customers by viewing their wishes as 'pains and latent pains' and looking for ways to solve them. Be the best "latent pain solver" in your sector!The approach is straightforward and 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.