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One obvious purpose of selling is to persuade buyers to buy what you are selling. Most people have no trouble agreeing to that proposition. And yet - the harder one tries to get people to do what they want them to do, the more likely they are to push back, resist, and generally behave contrarily. Again, the author thinks most people would agree. Put these two statements together, and one can easily see selling as an ongoing struggle to get people to do what they want, without making them feel that the author is trying to get them to do what he wants.
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