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Sales Speak: Selling Doesn't Cause Buying

By Eric Dewey
January 01, 2022

Over the years, certain sales people have emerged whose greatness stands the test of time and has changed how we think about selling. Each have made contributions to our understanding of the science (and really the art) of selling. Which one of these greats stands out as the GOAT of selling?

Was it Dale Carnegie, who taught the importance of building relationships and trust to secure the sale? Or was it Zig Zigler, who focused on the enthusiasm and excitement you should have for your product or service. Or maybe it was Ron Popeil, who pioneered fast-talking infomercials and stunningly powerful sales talk and, in the process, sold millions of household inventions and kitchen gadgets. Or maybe the greatest sales person was David Ogilvy, the star adverting veteran whose insights built global powerhouse brands.

Or how about Larry Ellison, the entrepreneur who built Oracle through his sheer selling force of nature into one of the largest and most powerful technology companies in the world. Or maybe it was John Patterson, the founder of National Cash Register who sold a new invention to store owners and, in the process, developed the first sales script, the first sales process, and the very first sales training program.

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