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Instant MBA by Nicholas Bate

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21. Don’t be aloof: learn how to sell

It’s the one thing which never gets properly covered in the business school modules and yet it’s the one thing which is essential to a successful business: how to sell.

I’ll make sure you can do it—and you’ll even enjoy it.

What’s the problem here? Well, essentially the problem is that too many people are not willing to get their hands dirty, to do some real selling…Everyone loves the intellectual nature of strategic planning, the glamour of marketing, but selling? Where’s the skill in that?

That’s the thing, actually. When you are selling, you soon find out whether your strategies are worth the paper they are written on because you get your results immediately: sale or no sale. No hiding behind long-term ...

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