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Brilliant Selling, 2nd Edition by Jeremy Cassell, Tom Bird

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Chapter 3: Your personal ‘brand’

Many years ago I was selling software solutions to corporate users. The market was new and there were a few providers like me – some competitive technology and some complementary – serving the market. It felt like we were pioneering a new wave of technology. Each year about 35 companies like mine would embark on a roadshow around the UK and this meant we all got to know each other a little better.

It was a great opportunity for me to see all the key salespeople from the sector I was serving, both ‘at work’ on their exhibition stands during the day and ‘at play’ during the evenings and when we travelled (we were all travelling together on ...

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