Most things that consumers acquire are bought, not sold. We decide we’re interested in something and we go shopping to get it. Potato chips, wedding venues and cars are all purchased by people who set out to get them.
Selling is a special sort of marketing. It’s interactive, generous and personal. Selling brings individual attention, connection and tension to each customer. And selling takes time, effort and money.
Many companies believe they have a new product that will sell itself from the first day. But that’s unlikely.
We shouldn’t disrespect selling by pretending we don’t need it.