CHAPTER 1
Why Read a Book on Sales Ethics?
Many—if not most—of us will abandon attempts to follow our values simply because we don’t believe it is possible to do so.
Why Read This Chapter?
We will explain what we mean by Sales Ethics and why we thought it necessary to write a book on the subject. As we reflect together on these themes, you can get a clearer picture of the context within which a salesperson operates today, the macro scenarios that form the backdrop to the market, and the main differences between the United States and Italy. Before going any further, we want to introduce Renato, a salesperson whose evolution will accompany us throughout the course of the book. His initial doubts prompt him ...
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