INTRODUCTION
‘You cannot bore people into buying from you.’
David Ogilvy, founder of Ogilvy & Mather, one of the largest ad agencies in the world.
About This Book
This book is about selling and developing business – which, if we’re honest, a lot of people hate. In truth, it’s not that they hate it; rather, they dislike the idea of doing something they associate with lots of particularly negative characteristics.
That is peculiar, since all of us are selling all of the time.
If you’ve ever persuaded your mates to go for a curry rather than a Chinese, or cajoled your missus into watching We Came, We Saw, We Shot Them All to Pieces when she’d suggested Mr D’Arcy and His Romantic Loveliness, or you’ve persuaded your boss that you should have next ...
