Tom Sant, Ph.D., has had an extraordinary impact on the way professionals communicate. He is internationally recognized as a pioneer in bringing research and analytical methods to the field of business communication. His bestseller, Persuasive Business Proposals, transformed the way businesses write proposals and increased win ratios for hundreds of companies all over the world. His study of the fundamentals of professional sales, The Giants of Sales, traces the evolution of modern sales techniques, showing which techniques work and why, linking them to research and concepts in human psychology. Now, in The Language of Success, he has clearly identified the pseudo-languages—Fluff, Guff, Geek, and Weasel—that prevent people from communicating effectively and shows what it takes to write successfully.
Tom received his doctorate in English from UCLA. While teaching at the University of Cincinnati, he was invited by General Electric’s Aircraft Engine Business Group to teach engineers how to write more clearly and concisely. The course was a smash hit, and he was soon asked by senior managers to help write high-value technical summaries, marketing materials, speeches, presentations, film