Salesmanship is not a game, nor is it a craft. It’s work.
It’s vital, creative, interesting, exciting and adventurous work, but most of all, it’s hard work.
Never think of selling as an easy way to wealth.
It’s simple, but it’s not easy. It’s simple to someone who sees it as an opportunity to serve people, by filling their wants.
But it’s not easy, because it’s hard to convince people to buy, even when it’s to their advantage.
You can sell people things to fill their wants, which adds to their ambition and their happiness.
But it’s not easy because people instinctively resist being sold. They know they can’t possibly buy everything that salespeople show them.
They have to exercise discrimination, balancing want against need and cost against usefulness, and this takes concentrated thought, which is the hardest of hard work … for a lot of people.
People naturally don’t want to do such hard work. That’s why they resist even the mildest approaches of salesmen, who must first sell them the want to listen.
Without that first want, you can’t get to the next want, which is when the story really begins.
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