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Drawing upon the wisdom imparted in the 'Little Red Book of Selling', the opening chapter, aptly illustrated by the book cover, serves as an introduction to the crucial tenets of sales. The importance of the salesperson, not just the product or service, is emphasized. The perspective is guided towards the importance of building trustful relations, with a distinct focus on professionalism and authenticity. The chapter sets up the groundwork for an enriching exploration into the art of salesmanship, encapsulating the essence of the book: people buy the salesperson before they buy the product.
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