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"Sales as a profession has long been associated with persistence, persuasion and aggressive strategies. Traditional selling techniques often emphasize closing deals at any cost, focusing on quotas, cold calls and transactional relationships. However, in Start and Selling now, the Sales Manifesto for Winning Customers, Rajesh Grover challenges these conventional approaches and introduces a radical shift in sales philosophy. The book advocates for unselling a customer first approach that prioritizes trust, understanding and long term relations over short term games."