In this section Alex explains how every human encounter where we're trying to influence someone into performing any type of action, we're actually selling to people!

He explains how 'selling' got a bad name from bad faith actors, how sales can be seen through a modern lens, including the concept of selling non-financial resources such as effort, and how we can use the psychology of sales to be more persuasive in clinical practice.

This forms the basis of his approach to communication in clinical practice and he presents a framework that can be directly applied to your clinical practice.