Harry Mills educates the reader how to reinvent the sales process in Zero Resistance: The Science and Secrets of Supercharging your Sales by Eliminating Buyer Skepticism and Mistrust.

For the first time in the history of selling, buyers hold the cards. Google-driven technologies have armed buyers with anytime, anywhere access to the choices and information they need to call the shots.

Century-old tell-and-sell persuasive packages of sales tools and techniques, even when dressed up as consultative selling, no longer work. When buyers hold the power and knowledge they resist attempts at direct persuasion. As a result, sales productivity is plummeting.

However, psychologists who study influence have discovered a form of influence that’s more potent than the many forms of direct persuasion sellers still cling to. This new, more powerful form of influence is called self-persuasion.

Zero Resistance is the first book to show sellers how to sell more by using the power of self-persuasion to dissolve and eliminate buyer resistance. This book reveals how self-persuasion is the key to engaging and winning the trust of today’s skeptical customers.

Harry Mills is the founder and CEO of The Aha! Advantage, an international consulting and training firm. He is the author of 14 acclaimed books on sales, motivation, persuasion, business development and negotiating that have been translated into 18 languages. Since 2002, Harry Mills has been the subject matter expert on persuasion for the Harvard ManageMentor program. 

His newest book, Zero Resistance: The Science and Secrets of Supercharging your Sales by Eliminating Buyer Skepticism and Mistrust was released in February 2017. His book The Rainmaker’s Toolkit, How to Find, Keep and Grow Profitable Clients was selected by CEO Advisor as one of its top ten U.S. Business books in 2004 and described as the “new bible in professional services.”

For the past 27 years, The Aha! Advantage and its legacy firm, the Mills Group has been helping a mix of blue chip clients grow their sales and clinch big deals, which includes GE, IBM, Toyota, Oracle and Ernst & Young.


“One of the great secrets of sales is that the best way to persuade others is to let them persuade themselves. In this fun, practical book, Harry Mills shows us how.”

Adam Grant Wharton - professor and New York Times bestselling author of ORIGINALS and GIVE AND TAKE

 Harry Mills demystifies and solves the challenge of selling in the age of Google. A must read for CEO’s, sales leaders and all front line sales staff.”

Alistair Davis - CEO and Managing Director, Toyota New Zealand

 “A ground-breaking book that shows us how to sell in the digital age where buyers believe they have all the information and choices they need to buy, without even talking to a salesperson. If you earn your living from sales, Zero Resistance is a must read.”

Paul D. Carroll - Vice President, Lexus Asia-Pacific

 “Zero Resistance has all the secrets sellers need to excel in a world where customers love to buy but hate being sold to.”

Mark Goulston - Author, Just Listen and Talking to Crazy

 Harry Mills may be the best kept secret in professional sales development. Since discovering his work myself over 10 years ago, I have put into practice his techniques and seen quick, lasting results. In Zero Resistance, Harry combines his highly pragmatic approach with recent scientific discoveries. He shows sellers how to eliminate resistance, connect quickly with prospects and become trusted advisors. Sales professionals should adopt Zero Resistance as their new bible.”

Kevin Raybon
 - VP, Sales operations, Schneider Electric