If I had to choose a word that describes this book, it would be CHANGE. About 80% of deals are lost over the phone. Of those prospects who do walk through our doors, we are losing 70-75% of them. The industry needs a transformation, and we need it now. People buy on emotions, yet the majority of us sell to the logic. The solution is to stop worrying about the "money" side of the sell and focus on the prospect. If you genuinely care about helping the prospect, the "sell" will take care of itself.As a sequel to "Selling at Combat Speed," Mike takes the same concepts and applies them specifically to the senior living industry. In "Stop Selling and Start Caring," you will be introduced to new concepts and skills that will require you to change your current habits and ways of thinking. The stories and statistics are real. The results are real. The challenging yet rewarding journey is real. The transformation of the industry starts with a personal commitment to change. It will not be easy. You will fail along the way. Few will reach their full potential. Those who learn how to fail and accept failure as a natural stepping stone to success will be victorious. The choice is yours and yours alone. Today is the day. Right now is the time. Be bold. Be different. Choose to stop selling and start caring.

The purpose of this paper is to answer the research question: How should we honor and study our heroes? I conclude we should recognize and study our heroes in light of all the classical virtues and not simply because of the outcomes of their actions. In Section I, Virtue Ethics, Warrior Codes, and Heroes, I analyze the relationship between the classical virtues, the military's current warrior-codes, and our heroes. I review the virtue ethics of Plato and Aristotle and the modern day scholarship of Malham Wakin and Shannon French. I show how our core values emerged from the classical virtues, and I propose that our culture should celebrate its military heroes because of the way they bring these virtues to life. In Section II, The Courageous Hero, I examine the virtue of courage as Plato and Aristotle define it. I explore stories of military history and biography, and I reveal how our courageous heroes were able to display courage in the face of daunting odds. I conclude that our heroes who demonstrate courage were able to do so for many reasons: belief in the cause, belief in the values of honor and duty, and often most importantly, belief in the warriors who fought beside them. In Section III, The Thoughtful Hero, I look at the idea of the heroic leader. I analyze the intellectual virtues of wisdom and prudence, and I examine the stories of heroic leaders (both historical and fictional) who relied on these virtues. I conclude our thoughtful heroes are wise and prudent not simply because they are effective, but because they seek to act in accordance with all the virtues. In Section IV, Some Problems with Making Heroes, I explore some complications with creating heroes, such as what happens when heroes become part of a larger public relations campaign or when the actions of our heroic leaders are questioned on moral grounds. In my conclusion, I suggest ways we can honor and study our heroes.

As you begin to read "Strong Finish," you will not turn too many pages before you start noticing a pattern. The common thread that is woven throughout this book is that of true raw emotion. Some of these stories will be about overcoming adversity. Some will display acts of heroism. Others will portray random acts of kindness and how the smallest gestures can make the largest impact. The guesswork has been removed. This book is not just for those who are currently faced with adversity and challenges and looking for answers to overcome and excel. This book is also for those who are "smooth sailing" and are looking for ways to make a difference - to make their mark upon this earth. Regardless of where you are on your own personal journey, this book will accomplish one thing - Inspiration.

"Selling at Combat Speed - Finding the Inner Sales Warrior" is for people who get up in the morning to make a difference in other people's lives. It is about changing your habits and behaviors, and realizing that your life and those around you depend upon sales. It is designed for those who crawl into the trenches every day, look the enemy square in the eyes, and never give into defeat. When the sales bullets (the average person calls them objections) start flying and while most are running for cover, the real warriors welcome and overcome them. Instead of looking at the customer as the enemy, we share the foxhole with them and together battle through our differences until we reach the common objective. And at the end of the day when the smoke has finally cleared and the dust has settled, it is you, the sales warrior who stands alone.