Authentic Selling | The Author
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The Author

expert in business efficiency

Guy Anastaze is an expert in business efficiency, behavioral and relational aspects of business performance, and improving the customer experience. Combining 30 years of sales management experience at IBM with his passion for people, Guy coaches senior executives in their managerial practice, decision-making and career management. He also supports sales teams in developing long-term business strategies, effective management of their commercial relations and increasing their sales performance. Guy’s approach is to strengthen the capacity of participants’ individual and collective transformation through strong knowledge of human functioning based on positive psychology, cognitive and behavioral techniques, the systemic approach and the enneagram.

Franco–Swiss, Guy was born in Bordeaux (France), grew up in Buenos Aires (Argentina) and lives in Geneva (Switzerland). He has two lovely daughters and a grandson, born during the writing of this book. He enjoys playing jazz piano, composing tangos, and relaxing in the Alps.

Guy is the founder and CEO of Anastaze Business Coaching Sàrl. He graduated in Executive Coaching from the University of Cergy Pontoise (France), has an MBA from IMD Lausanne, a PhD in Theoretical Physics from the University of Geneva, a Doctorate 3rd Cycle from the University of Strasbourg and a chemical engineering degree from the Ecole Nationale Supérieure de Chimie de Mulhouse (France). He is author of a number of scientific and business publications, including a treatise on “Artificial Intelligence: A Strategic Choice for Corporations.” Prior to joining IBM, he completed research projects at the Center of Nuclear Research in Strasbourg, at the Ecole Polytechnique in Paris, and at the University of Geneva.

Guy Anastaze is available for coaching and select speaking engagements. Please contact him at guy@anastazebusinesscoaching.com.

  • Authentic Selling may be aimed at young salespeople, yet this rich collection of life experiences can speak to the hearts of us all. Sincere and generous, Guy provides us with a user’s guide to success, happiness and serenity. I thank him for highlighting the Enneagram as a powerful tool for personal development.

    Marie-Claire Fagioli, Coaching and Enneagram teacher, owner of Moncoach. Switzerland

  • Through this book, Guy Anastaze brings together his experience in areas as diverse as human psychology and sales methodologies in a personal approach that is open to everyone, but places, above all, the human being at the center. While it is a reader that will open this book, it will be a seller who will turn the last page.

    Marc Chikhani, CEO, SR Operations, Switzerland

  • Is selling an art or a science? Why is sales an unpopular profession? How can its nobility be restored? What makes a salesperson truly successful over the long-term? With the internet playing a more and more predominant role in business, what are the essential characteristics that will distinguish a salesperson as one of the best in their profession and make them a valued interlocutor sought after by their clients? If you are looking for the answer to these questions, this book is for you.

    Edward Gaehwiler, Vice President and Member of the Board, IBM Switzerland

  • This book is about the positive psychology of selling and imaginatively integrates scientific foundations with a hands-on approach. Given the importance of selling in our everyday life, this is a must for every professional, whether officially in the sales force or not.

    Dr. Ilona Boniwell, CEO, Positran

  • An excellent book that puts human beings and their values at the center of the action. The book addresses the important points and proposes alternatives to readers. The author revisits the fundamentals of true authentic selling, which allow you to enjoy and fully experience the art of selling.

    Eric Guinchard, CEO, Wird, Switzerland

  • Authentic Selling may be primarily addressed to salespeople interested in or in need of boosting their sales performance, but it will also certainly appeal to any professional interested in personal development and a balanced and coherent way of life, leading to the optimization of one’s own potential.

    Alexandre Vassiltchikov, Member of the Executive Committee, CFO/CRO, ING Belgium, Geneva Branch, Switzerland

  • As manager of the logistics center at a major banking group, I often have the opportunity to meet salespeople who have yet to read Guy Anastaze’s book. This book is a prerequisite for all salespeople looking for tools and methods that will enable them to improve, and increase the value they bring to their clients.

    Jean Claude Favre, Head of Crédit Agricole Private Banking Services, Switzerland

  • For any people involved in a commercial activity it is critical that you take the chance to read Guy Anastaze’s book. Thanks to his uncommon and demanding path, Guy has managed to re-discover the beauty of a very old job: making sure that demand and offer meet in the most positive, rewarding and uplifting experience for both.

    Olivier Piazza, Co-director Executive Coaching Master Program, University of Cergy Pontoise