Forewords

Believe it or not, most aspiring entrepreneurs consider selling the most undignified and dirty part of their jobs. Instead, their view is a more romantic one of heroic innovators passionate about disrupting existing markets, hopefully valued so much as to enter the entrepreneurial Unicorn Hall of Fame. They are not sneaky salesmen, wolfing around Wall Street, bilking Aunt Betsy out of her hard earned pension and leaving her penniless. No, entrepreneurs honorably rise above the wicked world of “mere salesmanship” to let their amazing and awesome products sell themselves. To buy their better mouse trap, the world will beat a path to their doors.

Not so much: The reality of being an entrepreneur is that selling is one of, if not the, most ...

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