Everyone sells something and like it or not, we are ALL in sales. Smart sales people and enlightened business owners recognize that their product or service is only part of the sales process and that selling is actually just a “value exchange”. They realize that even knowing the basics of selling and the sales conversation gives them a significant competitive advantage over their competitors. Some business owners are coming late to the game because they had no clue they needed to know how to sell. Good news….it’s not too late to create immediate change and grow your business. If you want to survive in this rapidly changing marketplace, you need to learn how to sell and become more comfortable with the sales process, because all business (including yours) is sustained through the generation of revenue and is dependent upon sales transactions.