The last chapter was about how to make an impact in speeches, on social media and with/through the press. However, there are lots of situations where you as an entrepreneur are not trying to have an impact on many people but on only a small group or perhaps a single person. Yes, we are talking about sales and negotiations.

Either you are a salesman or you are not. And either you are a great negotiator or you are not. At least that's what we hear people say. But the fact is that while each and every normal person tries to sell ideas and negotiate terms frequently in their daily lives, being able to do it in business when large sums are at stake depends partly on training.

How should I run sales processes?

Now we will look at sales, starting with the structure of an effective sales meeting and then moving on to the overall sales process in an organization.

In principle, everyone is a salesperson at least some of the time because we all need to persuade someone to do something from time to time. For instance, you might have tried to sell the idea that it is your partner's turn to cook tonight. Indeed, we would argue that it is difficult to obtain much success in life if you do not possess at least some ability to sell, whether it is selling ideas or products. Sales is neither superfluous nor bad – it is a necessary form of communication. Born salesman types sell constantly – also to friends, their partner and their family – but everyone does it sometimes. ...

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