Selling – turning marketing into action

Isn’t it strange that so few marketing books have chapters on selling in them, when, without sales revenue, we are all dead and buried, however brilliant our marketing plans? And, even odder, when Brilliant Selling by Tom Bird and Jeremy Cassell is one of the best-selling business books in the UK.

The old story is of the adman sitting on the side of the bed, saying how great it’s all going to be. The salesman, meanwhile, gets on with the task.

In Guerilla Marketing, Jay Conrad Levinson talks about sales-people as a breed of commission-only mercenaries: ‘If they ask for a salary, be nice to them and say no’.

The word ‘salesman’ is not always ...

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