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Graham's Early Sales Struggles
- Graham Cochrane hated cold calling as a shy, introverted young salesman.
- He disliked selling radio ads because he didn't believe in the product and felt awkward approaching businesses.
Selling Is Giving
- The word "sell" originally means to give, highlighting selling as an exchange.
- Ethical selling is about giving people what they truly want in exchange for their money.
Demand Drives Sales
- Demand is the most important factor in selling, even more than supply.
- Without demand, no amount of supply or promotion will result in sales.