The inspiration for Zero-Resistance Selling is psycho-cybernetics guru Maxwell Maltz. Although Maltz died in 1975, the book is written in Maltz"s voice by five sales and psycho-cybernetics experts: Dan S. Kennedy, William T. Brooks, Matt Oechsli, and Jeff Paul and Pamela Yellen. The book outlines a self-improvement program designed to help sales professionals overcome low self-esteem using Maltz"s own techniques for reprogramming the subconscious mind. Coauthor Kennedy writes that the goal of Zero-Resistance Selling is to create "a new kind of selling experience, free of all the resistance and obstacles manufactured inside the mind, and free of the resistance served up by prospects who sense insecurity on the part of the salesperson."