Mr. Shmooze: The Art and Science of Selling Through Relationships

As an organizational psychologist, I enjoyed this book's message about building lasting business relationships by giving to others. The titular character, Mr. Shmooze, is loved by his customers because his relationships with them are based on their needs and interests. Mr. Shmooze's passion for "elevating" the quality of every interaction is contagious. His positive presence brings out the enthusiasm in others. The psychological term for this phenomenon is "emotional contagion," and this book provides a simple and elegant, but powerful example of how the best salespeople build lasting bonds with their customers.