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Selling Electronic Media by Ed Shane

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1

The Selling Environment

What Is Selling?

The first “sales training” I ever received came in 1968 when I was named program director of a radio station in Atlanta, Georgia. The general manager who hired me showed me a poster of “the man in the chair,” the grumpy old codger shown in Figure 1–1. The expressionless stare was chilling; the caption was as brutal as the man’s eyes.

“The man in the chair” began as an ad campaign for Business Week and other McGraw-Hill publications in 1958. It was named one of the top ten ads that year by Advertising Age. The campaign was updated in 1968, again in 1979, and yet again in 1996, with different people in the chair. Ultimately, it was translated into French, Russian, German, Italian, and Chinese.

In my 1968 ...

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