In Sell to Survive (2008) by Grant Cardone, the author emphasizes that selling is not just a business skill but a fundamental survival tool in any economy. He argues that everyone is in sales—whether convincing a client, pitching an idea, or negotiating in daily life. The book teaches readers how to control the sales process, handle objections confidently, and close deals with certainty, even in tough markets.

Grant Cardone breaks down the psychology behind buyer behavior and stresses the importance of mastering communication, persistence, and follow-up. He provides practical techniques to boost confidence, increase income, and eliminate fear around selling. In Cardone’s view, those who can sell effectively don’t just thrive—they survive and dominate¹.