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BSS: Great Selling Skills by Bob Etherington

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The Ubiquitous Sales Letter

It was November 2007 that I began to complete this book. I was going to finish it at the last chapter. But then something happened. I received a sales letter. It was from an Estate Agent offering to sell my London apartment (if I wanted to). It was such an awful letter but so true to type (and absolutely useless as a selling tool) that I decided to add this brief section on writing a sales letter. I realized that without it, the book you have in your hands would be incomplete as a tool for non-sales executives wanting to sell something. So the letter was fortuitous.

The problem seems to be that most non-sellers believe ...

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