INTRODUCTION

Did you choose a sales career? Not many people do. Most study disciplines such as engineering, teaching, accounting, business, or law, and then find themselves in sales not by choice, rather out of necessity, or because sales responsibilities have been thrown into their current job. I sure didn’t want to be in sales.

I’ve spent my career working with salespeople, and yet for the first dozen years, I really didn’t want to be one of them. I didn’t think of myself as “in sales” and didn’t want others to view me that way. I didn’t want to be thought of in those derogatory terms that people are quick to conjure up, like: sales weasel, used car salesman, manipulator, and sleazy sales guy. I wanted to be a business professional, not a ...

Get Conversations That Sell now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.