O'Reilly logo

Brilliant Marketing, revised 2nd Edition by Richard Hall

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 15 Selling – turning marketing into action

Odd, isn’t it, 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? In Guerilla Marketing, Jay Conrad Levinson talks about salespeople 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 meant as a compliment. When someone is described as a ‘bit of a salesman’ it implies they are a sharp-talking huckster who’ll stop at nothing to get a deal. And in the sub-prime mortgage selling of complex ‘financial instruments’ to whomever the City salesmen could offload the ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required