Everything that you think that you know about sales is likely wrong. Many people believe that sales is sleazy, underhanded, and unethical. But sales is not ugly. When done well, it is a benefit to all parties involved. It is value-creating and it is necessary. Remember this when you hire salespeople. In general, we take a very different view of sales than that of most people and organizations. We see sales as an important and inseparable part of marketing, as a positive and necessary part of business, as an investment rather than a cost, and as one of the most productive uses of resources. We also recognize the imperative need for all aspects of a complete sales and marketing support system to make sales effective. As you read on, it might help to forget what you have learned in the past, or at least to suspend your disbelief and open your mind. Understanding what sales truly is will give you an advantage over competitors and help you to avoid costly mistakes. Keep in mind that most people that you will sell to have a negative view of it.