When The Devil Sells is not about selling Hell. It is a book written to demonstrate a powerful selling tool - the DOLFIN concept. In this book, it demonstrates how when used correctly it can be used to sell even the worst item in the world and build a customer base for it. It is about how you should put your retail sales technique together and how to interact with your customers to close that sale and make them loyal to you. It is about a powerful selling tool that every retailer or sales personnel under your team should master in order to create long term sales and build a loyal, returning, customer base. What is DOLFIN? It is a concept developed from over 7 years of retail marketing research and 100% customer oriented. It is totally the opposite of what old time marketers would teach you about hard-selling. In fact, it is derived from soft-selling. You might see a lower sales volume at first, when compared to hard-selling, because DOLFIN does not encourage pushing a customer beyond comfort buying. DOLFIN works at creating comfortable customers who come back for regular buys rather than taking advantage of impulsive buying. DOLFIN stands for the 6 concepts to remember when you do your retailing. And if you can master these 6 concepts, your customer base and business can grow indefinitely. From personal experience, even a small stand-alone business can survive, grow and flourish with this technique.