Retail sales expert Sam Allman will be on hand at BookExpo America in New York City to showcase his new book, Heart and Mind Selling: The New Secret to Closing the Sale and Winning the Customer For Life, June 1-3 at the Jacob Javits Convention Center. The annual event brings together thousands of authors, publishers and agents in one of North America’s largest book publishing shows, according to show organizers.

Retail sales expert Sam Allman will be on hand at BookExpo America in New York City to showcase his new book, Heart and Mind Selling: The New Secret to Closing the Sale and Winning the Customer For Life, June 1-3 at the Jacob Javits Convention Center. The annual event brings together thousands of authors, publishers and agents in one of North America’s largest book publishing shows, according to show organizers.

The National Floor Trends columnist and Mohawk University dean said his book focuses on learning the needs of customers in order to best sell to them. “Customers need to feel understood and appreciated,” Allman notes. “When sellers focus too much on making the sale, they ignore the needs of the customer and send them running into the outstretched arms of the competition. However, when consumers are genuinely cared for, they become loyal to one brand and continue to value their relationship with that business no matter what the new store springs up around the corner,” he added.

 The book also details the steps to make what Allman calls a “loyalty sale,” with topics including Changing Your Selling Mindset, Selling to Men vs. Women, and Avoiding the Seven Deadly Sins of Retail.

For more information, visit www.samallmanspeaks.com.