In a world where traditional sales tactics often evoke skepticism, a new perspective on selling emerges, redefining it as an intrinsic human activity rather than merely a business function. The book explores how everyone, regardless of their profession, engages in selling — whether persuading, influencing, or convincing others — and provides a fresh framework for understanding and mastering this essential skill.

• Everyone sells: Selling is not limited to sales professionals; it is a universal human activity where we move others to action in various contexts.
• The shift from caveat emptor to caveat venditor: The balance...
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