Selling

You never sell anything to anybody. Everybody is already sold on to their ideas. A salesman only links his sale to what his prospect is already hooked on to.

The act of selling is basically the act of constantly digging, understanding, and bridging. Selling is a highly dynamic activity, in which the seller continuously and quickly evokes responses from the prospect, understands what the prospect already likes or dislikes, and reformats his sale, on the fly, to link closely to the desired product or service.