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I have built the best mousetrap in the world... but!
Whatever your product or service, it needs to be sold—a product or service is never bought, and no matter how good your product is, if you don't sell, your business may not survive. And if you, the business owner, are not a good salesperson, you have to find the resources to employ experienced people who are or find other methods of getting your product to market.
The importance of effective selling cannot be over-emphasised. And remember,even if you generate a large volume of sales, unless you keep control of your costs, extra sales can turn out to be unprofitable.
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