In just under 200 pages Willingham lays out the principles that one needs to follow if you want a long-term successful career in sales. Key to his philosophy is his "Sales Congruence Model" illustrated on page 44. Customer centricity is important to Willingham for he believes that focusing on filling customers' needs and wants will make you far more successful than focusing on your company's product or service features.
A second key concept for Willingham is "Sales Power" which is released to the extent that your desire for the rewards of higher goals excites, energizes and motivates you to learn, grow and stretch. Willingham's book "Integrity Selling for the 21st Century" can help energize anyone's sales career and should be a must read for anyone considering themselves a sales professional.