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“Well, This Is Awkward”Understanding Sales Discomforts

Fortune favors the bold.

—VIRGIL

THE BIG IDEA

Boldness begins with discomfort.

I am a sales theorist, a student of the sales process. I hope you can willingly and boldly make the same claim. If this is our chosen profession, should we not seek to study diligently in “sales laboratories”? Of course we should!

I am not like most men I know. I actually love going to the mall. It’s true, and I’ll say it loud and proud: I love the mall! Why? Because I see it as a sales clinic, a shiny laboratory with constant tests, trials, experiments, and case studies, with the bonus of a hot dog on a stick included. There are lessons galore to be found in this big, air-conditioned, tasty lab, my friends—you ...

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