Let's get comfortable with "sales." In order to do that, we need to discover what it is, how you're thinking about sales and selling, and what sales is not. Just because you didn't become a doctor or organizational leader to "sell dentistry" does not make this topic any less important. In fact, if you're hesitant about it, it's probably the one of the most important things for you to work on.

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48: Sales: The Dreaded Word