The Sell

The Sell Plot Summary

Introduction

Have you ever wondered why some people seem to excel at selling anything—whether it's ideas, products, or even themselves—while others struggle to get a simple "yes"? The difference isn't natural talent or luck. It's a strategic approach that transforms ordinary interactions into opportunities for success. Strategic selling is about far more than just closing deals. It's a comprehensive life philosophy that enhances your ability to connect with others, build lasting relationships, and achieve your goals in both business and personal spheres. When you master these principles, you don't just sell products—you sell possibilities, solutions, and transformations. The concepts in these pages will reshape how you communicate, negotiate, and present yourself to the world, giving you the tools to create opportunities where others see only obstacles.

Chapter 1: Embrace Your Authentic Self

At the heart of strategic selling lies an often overlooked truth: authenticity is your greatest asset. Being genuine isn't just morally right—it's strategically brilliant. People trust what's real, and in today's marketplace of carefully curated personas, authenticity stands out like a beacon. Fredrik Eklund, who transformed himself from a small-town Swede into New York City's top real estate broker, discovered this principle early in his career. When he first moved to New York, Fredrik made the common mistake of hiding his true personality. "I was so nervous working in my first office that I often pretended to be somebody I wasn't," he admits. He thought making jokes would be inappropriate and that his signature, attention-getting high-kick—in which he raises one leg and screams, "Weeee!"—would get him fired. He even tried to tone down his Swedish accent, fearing clients would think he knew nothing about New York real estate. But Fredrik soon realized that suppressing his authentic self was counterproductive. People can sense nervousness and insecurity like sharks smell blood. When he finally embraced his unique personality—complete with high-kicks and Swedish charm—his career skyrocketed. He understood that in strategic selling, you want the other person to know you're confident and comfortable in your own skin. This genuine self-assurance cuts through any resistance and establishes immediate trust. The transformation began when Fredrik decided to break the ice and take control in the first thirty seconds of meeting someone. Rather than being reserved, he started making jokes, giving high-fives, and letting his enthusiasm shine through. "Be anything but quiet and boring as long as you are yourself," he advises. "It is much better to be dumped by your client for being too out there and memorable than for being too withdrawn and easily forgotten." To begin your journey toward authentic strategic selling, try these practical steps: First, look inside and identify your unique strengths and talents. What makes you special? Second, find your trademark—something memorable that sets you apart, like Fredrik's high-kick. Third, stop worrying about what others think; focus instead on being the most authentic version of yourself. Fourth, understand what motivates you—achievement, affiliation, or power—and let that drive your approach. Finally, embrace your failures as readily as your successes; vulnerability creates connection and trust. Remember, success in strategic selling doesn't come from pretending to be someone else. It comes from being the most genuine, confident version of yourself. When you walk into a room as your authentic self, you're not just selling a product or service—you're selling the experience of working with the remarkable person that is you.

Chapter 2: Find Your Core Motivations

What drives you to excel? Understanding your deepest motivations is essential to strategic selling because it fuels your persistence and shapes how you connect with others. Without clarity about what fuels your fire, you'll struggle to maintain the energy needed for sustained success. For Fredrik Eklund, the journey to discover his core motivations began in his childhood in Sweden. Growing up under the influence of Jantelagen—a cultural norm that discourages individual achievement and standing out—Fredrik felt conflicted about his natural ambition. "When I was eleven years old, my neighbor's dad bought a Volvo Turbo. The day he got it, I saw him in the driveway using a knife to scrape off the word Turbo," Fredrik recalls. When asked why, the neighbor claimed it was to deter thieves, but young Fredrik recognized the truth: the man was embarrassed by anything that might make him appear better than others. This moment became pivotal for Fredrik. He realized he didn't want to scrape away his own "turbo" qualities. Though his culture encouraged modesty, Fredrik's grandmother had a different perspective on Jantelagen: "Skit i det!"—which translates to "Screw that!" in Swedish. Her attitude empowered Fredrik to embrace his competitive spirit rather than trying to diminish it to fit cultural expectations. This self-acceptance propelled Fredrik forward. When he moved to New York, he wasn't going to wait for anyone's permission to succeed. His obsession to be the best became the wind behind his sails (and sales). By the end of his first year in real estate, he had sold $50 million worth of property and was nominated for "Rookie of the Year" by the Real Estate Board of New York—a direct result of embracing rather than hiding his ambition. To identify your own core motivations, ask yourself: What makes you happiest about the money you earn? Is it being able to make your family comfortable? Taking vacations? Buying luxury items? Or is it perhaps not about money at all, but rather recognition and praise? For Fredrik, the spotlight and recognition drive him more than money itself, while his business partner John is motivated almost entirely by financial reward. Neither motivation is better—they're simply different engines powering success. Once you've identified what truly motivates you, set specific, ambitious goals that align with this motivation. As Fredrik puts it, "If you don't dream big, others will do it for you and you'll be helping them make their dreams come true." Break down your big dreams into smaller, actionable steps. What can you do today that will move you toward your ultimate goal? Nothing is insurmountable when divided into manageable tasks. Remember that your motivation must be strong enough to sustain you through inevitable challenges. When you feel like giving up, visualize yourself crossing the finish line. See yourself achieving that big dream in vivid detail. The clearer this vision, the more power it has to pull you through difficult times. Strategic selling begins with understanding your own internal drivers. When you align your actions with your core motivations, you tap into a wellspring of energy that propels you toward success—and makes the journey enjoyable rather than exhausting.

Chapter 3: Master the Art of Presentation

The way you present yourself speaks volumes before you utter a single word. Strategic presentation isn't about superficial appearances—it's about creating a complete package that reflects your professionalism, attention to detail, and respect for those you're engaging with. Fredrik Eklund learned the importance of presentation from his mother, who worked at the NK department store's gift-wrapping counter in Stockholm. "My mom wraps a beautiful package," Fredrik shares. "No paper borders or ends were showing, she hid the tape and folded everything away." His mother taught him that "no matter what you spend, a gift bought with love and wrapped beautifully is the perfect present." This lesson profoundly influenced how Fredrik approaches his professional presentation: if you get up in the morning without fixing yourself up, it's like presenting your Christmas gifts in a brown paper bag. No matter what's inside, the presentation ruins it. Fredrik's first expensive suit purchase illustrates this principle perfectly. While shopping at Jeffrey, an upscale store in New York's Meatpacking District, he encountered Carson Kressley from "Queer Eye for the Straight Guy," who encouraged him to buy a $2,100 Christian Dior suit. Though hesitant about the price, Fredrik made the investment—and it paid dividends far beyond its cost. "My expensive suit gave me superpowers," he explains. "I've probably done more sales in that black armor than any other... I've made millions of dollars wearing that suit because I felt like a million bucks wearing it." This experience taught Fredrik that appearance directly correlates with performance. If you feel polished and put together, your performance is polished and put together. It's not about vanity; it's about creating a professional image that inspires confidence in others and yourself. To elevate your presentation, Fredrik recommends several practical steps: First, invest in a good tailor. The biggest mistake people make with clothes is buying them off the rack without alterations. Second, avoid the "black cloud" of boring suits and dresses—add color and personality to stand out memorably. Third, develop a signature style element that people will associate with you, like Fredrik's colorful socks or dachshund-patterned ties. Fourth, polish your shoes regularly—people notice footwear and judge accordingly. Fifth, invest in a quality watch that makes a statement. Finally, don't neglect your hair and grooming—according to Harvard research, hair is a professional's most important physical attribute. Remember that first impressions happen in a quarter of a second—literally 250 milliseconds. That's how long it takes people to evaluate your competence and trustworthiness based solely on appearance. Every day presents multiple opportunities to influence, impress, and make strategic connections. By wrapping yourself beautifully, like a present from NK department store, you're offering your best gift to the world. Strategic presentation isn't superficial—it's about respecting yourself and others enough to put your best foot forward. When you look good, you feel good, and that confidence translates into greater success in all your interactions.

Chapter 4: Build Your Personal Network

In today's interconnected world, your network can become your greatest asset—if you approach relationship-building strategically. A powerful network isn't measured by quantity of connections but by the quality of relationships and how effectively you nurture them. Fredrik Eklund discovered the power of strategic networking when he realized he needed to expand beyond solo work to reach the next level in his real estate career. Despite initial reluctance to partner with others, Fredrik's chance meeting with fellow broker John Gomes at a networking lunch changed everything. "I vividly remember the moment we first shook hands, and I remember the great conversation we had at lunch," Fredrik recalls. Though initially hesitant about sharing clients and splitting commissions, Fredrik followed his intuition that two heads would be better than one. Their partnership began with Fredrik offering John a flat fee for helping sell apartments in a building. As they worked together, Fredrik realized John's natural talent for connecting with clients complemented his own skills in business development. Despite early tensions about workload balance and compensation, they gradually moved toward a 50-50 partnership. The result wasn't just professional success but also a deep friendship that helped them weather challenges like the Great Recession. "When it came to money and time, we split fifty-fifty, but something far more important happened that neither one of us ever expected: We became best friends!" Fredrik shares. This partnership exemplifies the principle that strategic networking isn't just about collecting contacts—it's about finding complementary relationships that multiply your effectiveness. As Fredrik explains, "One plus one is, in fact, not two. It's actually three or four or five, perhaps even ten if you find your perfect match." When you combine talents with the right partner, you amplify each other's strengths while compensating for weaknesses. To build your own strategic network, start by understanding that you're influenced by the five people you spend the most time with. Evaluate your current circle—do they inspire and elevate you, or hold you back? Fredrik recommends surrounding yourself with five essential types of people: a trusted family representative who knows you from your earliest days, a loving partner who supports you through ups and downs, a mentor you aspire to emulate, an equal who challenges you at your level, and a mentee you can guide and teach. When building professional connections, look for quality over quantity. Fredrik advises seeking people who are genuine, accepting, trustworthy, forgiving, and capable of laughing. These traits create relationships that nourish rather than drain you. Equally important is identifying and distancing yourself from naysayers and jealous individuals who might undermine your success. Remember that strategic networking isn't manipulation—it's about creating authentic connections that benefit everyone involved. When you approach relationship-building with generosity and genuine interest in others, you create a network that not only advances your career but also enriches your life. As Fredrik discovered with John, the right partnership can transform both your professional trajectory and personal happiness.

Chapter 5: Perfect Your Negotiation Skills

Negotiation is the art of finding balance between two sides, and mastering this skill is essential for strategic selling success. The ability to navigate give-and-take situations with finesse determines how often you get what you want in life. Fredrik Eklund's first lesson in negotiation came in a Swedish kindergarten playground, where he observed bigger boys and smaller girls creating balance on a seesaw. "Three bigger boys equaled five smaller girls," he recalls. "If one of the boys hopped off, the girls' side would slam to the ground." This simple childhood observation taught Fredrik that negotiations require equilibrium—a delicate balance where both sides feel satisfied with the outcome. As an adult, Fredrik applied this principle to billions of dollars in real estate negotiations. One of his most successful techniques is what he calls "the unexpected turn"—creating emotional drama by shifting abruptly between positive and negative energy. "I always start off the negotiation at a happy place, being nice, smiling, and laughing like a little bird," Fredrik explains. This establishes a pleasant rapport and puts the other side at ease. Then, without warning, he drops his energy dramatically: "All of a sudden, I let the energy fall to a bad place where there is darkness. I'll blurt out, 'There is no way this will work out!'" This sudden shift throws the other party off balance, making them desperate to save the deal. Fredrik then slowly opens the door to possibility again, giving just enough hope before gradually moving toward a positive resolution. This emotional roller coaster puts him in control by "grabbing the emotional wheel in the car and throwing my counterpart into the backseat." For your own negotiation success, Fredrik offers several practical tactics: First, identify your "floor"—the absolute worst deal you'd accept—before starting any negotiation. Second, use strategic delays to your advantage; making people wait a bit increases their desire for what you're offering. Third, whenever possible, negotiate face-to-face rather than through email or phone; 70% of communication is non-verbal, and your physical presence gives you more tools to influence the outcome. Other effective techniques include active listening (people drop their defenses when they feel heard), controlling your body language (avoid revealing tells like crossed arms or foot tapping), going "neutral" (responding with a noncommittal "Mmmmm..." to create confusion and maintain control), and using the "good cop, bad cop" routine with a partner to deliver the same message from different angles. Fredrik also recommends creating a "Mr. Kim"—a fictional authority figure you need to consult with—to buy time or deflect pressure in negotiations. When someone asks him to reduce his commission, Fredrik always says, "I have to ask my manager," then returns later to say the manager declined. This provides an escape hatch when you don't want to be the bad guy. Most importantly, remember that successful negotiation requires asking for what you want. More than 50% of failed negotiations happen simply because someone didn't explicitly state their desired outcome. As Fredrik puts it, "In order to be married, one of you has to ask and the other has to say, 'I do.'" The same principle applies to all negotiations—you must clearly articulate what you want to have any chance of receiving it. Strategic negotiation isn't about winning at all costs; it's about finding the balance point where both parties feel they've achieved a satisfactory outcome. Master this art, and you'll find doors opening in every area of your life.

Chapter 6: Create Memorable Impressions

In a world overflowing with information and interactions, being forgettable is a fatal flaw for anyone attempting strategic selling. Creating meaningful, memorable impressions requires intention, personality, and a deep understanding of human psychology. Fredrik Eklund mastered this skill through his signature approach to first meetings. "I believe that the first thirty seconds of meeting someone sets the tone for the rest of your time together, whether that ends up being five minutes or fifty years," he explains. Rather than blending in, Fredrik deliberately makes himself memorable through humor, charm, and sometimes even his famous high-kick—raising one leg and exclaiming "Weeee!" A perfect example occurred when Fredrik first met Justin Timberlake and Jessica Biel. As they squeezed into a tiny elevator, Fredrik immediately looked at Jessica's shoes, pointed, and exclaimed, "I'm obsessed with your shoes! No, I mean really, really obsessed." This accomplished several things in just seconds: it complimented Jessica's taste, assured Justin he had nothing to worry about, and established Fredrik as a fun, memorable character. The couple instantly connected with him, thinking, "We like this guy who is walking us into this multimillion-dollar home." Fredrik's philosophy is that everyone secretly wants to laugh and have fun—even in professional settings. "I'm here to tell you there is no rule against having fun and being professional at the same time," he insists. He believes if you entertain yourself, your charisma becomes so appealing that people are drawn to you naturally. This approach isn't just about being likable; it's strategically brilliant for business. Research confirms that humor and charm are powerful business tools. A study by the University of Warwick found that happiness increases productivity by around 12%, while economists discovered that smiling, happy people make more money. Research from Duke University showed that smiling makes you more memorable by sending a message that others can trust and cooperate with you. In negotiations, a smile has been proven to increase trust by 10%. To create your own memorable impressions, first understand that charm can be cultivated through practice. Fredrik recommends genuinely complimenting others, showing interest in their stories, finding common ground, and demonstrating vulnerability. Even in everyday interactions like calling customer service or ordering coffee, these principles build your charm muscles and make you stand out. Developing a signature trait—like Fredrik's high-kick—also helps people remember you. Whether it's a distinctive greeting, a fashion statement, or a communication style, having a trademark makes you the person others think of first when opportunities arise. As Fredrik points out, "The guy or girl who brings the fun to the party is the one everyone wants to be around (and go home with!)." Remember that creating memorable impressions isn't about being inauthentic or manipulative—it's about bringing your best, most engaging self to every interaction. When you combine genuine warmth with a distinctive personal style, people not only remember you—they actively seek opportunities to work with you, refer you, and help you succeed. In the end, strategic impression-making boils down to this: People do business with people they like. Make yourself likable, memorable, and distinctive, and you'll find doors opening everywhere you go.

Chapter 7: Overcome Failure with Resilience

Failure is not the opposite of success—it's an essential part of the journey. Your ability to bounce back from setbacks, learn from mistakes, and maintain optimism in the face of challenges is what ultimately determines your success in strategic selling and in life. Fredrik Eklund embraces a concept he calls "pronoia"—the opposite of paranoia. While paranoia makes you believe the world is against you, pronoia is "having the sense that there is a conspiracy that exists to help you." This mindset transforms how you interpret setbacks. Instead of asking "Why is this happening to me?" when facing difficulties, Fredrik chooses to see challenges as opportunities or gifts in disguise. This perspective helped Fredrik navigate what he calls the "Seven Deadly Success Stoppers": self-doubt, jealousy, impatience, disappointment in others, unrequited love, money issues, and illness. When facing self-doubt, Fredrik visualizes it as a wall and imagines himself as a superhero walking through it. When dealing with jealousy from others, he follows his mother's advice: "Framgång är den bästa hämnden" ("Success is the best revenge"). Rather than retaliating against detractors, he focuses on his own achievements. Fredrik's experience with his first development project, the Onyx Chelsea in New York, demonstrates how resilience leads to growth. With no previous experience programming an entire building, Fredrik had to learn everything from scratch—designing kitchens and bathrooms, maximizing light and air, placing amenities, creating branding, and pricing units to sell quickly while satisfying the developer. "I had to go into those first new-development meetings calm and not let anyone see how inexperienced I was," he recalls. "I was trying to get big but still felt small." What carried Fredrik through was his enthusiasm and willingness to take risks. "If you're wholeheartedly and enthusiastically invested in any project and delivering good ideas, no one cares what you have or haven't done before," he explains. His passion and commitment made up for his lack of experience, and the project became a success that launched him toward bigger opportunities. To develop your own resilience, Fredrik recommends several approaches: First, maintain passionate enthusiasm about your work—it's infectious and attracts support. Second, take calculated risks rather than playing it safe; significant success rarely comes from the comfort zone. Third, act immediately on good ideas rather than waiting for perfect conditions. Fourth, avoid procrastination, which signals lack of commitment. Finally, forget about finding balance and instead fully invest in extremes—work hard when working and play hard when playing. Fredrik also emphasizes the importance of maintaining perspective during difficulties. "If I put my problems in a pile with other people, I'd scramble to claim mine back," he says, acknowledging that many people face far greater challenges. This humility keeps setbacks in perspective and prevents self-pity from derailing progress. The ultimate key to resilience is viewing failure as educational rather than terminal. Thomas Edison's perspective resonates with Fredrik: "I'm successful because I've had thousands of failures." Each setback teaches valuable lessons that prepare you for greater success. As Fredrik puts it, "Failure is like salt. It makes success taste delicious." By embracing challenges as growth opportunities and maintaining optimistic persistence, you transform obstacles into stepping stones on your path to success. Strategic selling isn't about avoiding failure—it's about failing forward.

Summary

The journey to mastering strategic selling is ultimately about transformation—not just of your sales techniques, but of your entire approach to life and business. The principles we've explored work together as a comprehensive system that enhances every interaction and opportunity you encounter. Remember Fredrik's powerful insight: "If you know how to sell you, you know how to sell anything." This truth encapsulates the essence of strategic selling. When you embrace your authentic self, understand your core motivations, present yourself with confidence, build meaningful connections, negotiate skillfully, create memorable impressions, and bounce back from setbacks, you develop an unbeatable formula for success. Your next step is simple but profound: choose one area from this book that resonated most with you and implement it immediately. Whether it's developing your signature style, practicing resilience, or refining your negotiation tactics, taking action today is the only way to transform knowledge into results. The world is ready for what you have to offer—now go make your strategic sell.

About Author

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Fredrik Eklund

Fredrik Eklund, the energetic, high-kicking, top broker at Douglas Elliman has secured over two billion dollars in closed residential sales. Constantly rated as New York City's "Top Luxury Broker," he set record sales in 28 buildings in Manhattan last year alone and is often spotted showing apartments to top name celebrities.Originally from Stockholm, Sweden, Eklund is the star of the hit BRAVO show, Million Dollar Listing New York. He is known for being part "shark" in business and part "softie" at home with his puppies and family.Fredrik's new book, The Sell: The Secrets of Selling Anything to Anyone, is published by Gotham Books and is available now.

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