Sales and marketing: That’s what people usually say, separating these two
intertwined activities in an artificial way. I don’t really know where selling
stops and marketing begins. In every successful business I’ve seen, the two
activities work hand in glove to signal new customers to the door, serve cur-
rent customers, and thank past customers for their business in such a way
that they feel good about coming back again. So this part on how to do great
sales is an important complement to the other parts of the book. Use it to
make sure that you’re finding and closing as many good leads as you possi-
bly can. Or use it to diagnose or improve any sales process, because there’s
often room for improved performance
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