Kiss, Bow, or Shake Hands, Sales and Marketing: The Essential Cultural Guide—From Presentations and Promotions to Communicating and Closing

FOREWORD

Greg Booth, CEO, Zippo

I love my job and suspect a good number of sales and marketing executives would love it too.

I am the president and CEO of Zippo, owner of one of the most highly recognized brand names in the world. When people hear the name Zippo, they invariably think of the iconic American-made lighters that have accompanied soldiers from World War II and Korea to Vietnam and Afghanistan. Campers around the world, concert-goers everywhere, and more than 450 million consumers have relied on Zippos for almost 80 years. Our brand strength is such that customers worldwide instantly recognize the distinctive “click” of our Zippo lighters.

But like any job, mine comes with its challenges as well as its rewards. Many publications write ...