Have We Got a Review for You!!!!

A great and thoughtful review of The Art of the Sale in The Wall Street Journal by L. Gordon Crovitz, the newspaper’s former publisher.

He quotes at length from the book, and also from Dr. Seuss:

Defending sales is, well, a tough sell. Mr. Delves Broughton might have quoted from “Dr.
Seuss’s Sleep Book,” a best seller that since 1962 has indoctrinated children to regard selling with suspicion: “Five foot-weary salesmen have laid down their load. / All day they’ve raced round in the heat, at top speeds, / Unsuccessfully trying to sell Zizzer-Zoof Seeds / Which nobody wants because nobody needs.”

But concludes:

Theodor Geisel (the real name of Dr. Seuss) may have ridiculed salesmen as flogging something that “nobody needs,” but he was a good salesman himself. He crisscrossed the country pushing his product, sometimes arriving for book signings in a helicopter. To date, the Seuss brand has moved about 200 million units. Mr. Delves Broughton, promoting the idea that sales is a virtuous calling, may have a harder time attracting customers, but he makes an appealing, contrarian pitch.

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