Why is this book RED? RED is the color of passion. Passion is the fulcrum point of selling. No passion, no sales. RED is the color of love. If you don't love what you sell, go sell something else. RED is the brightest color. You must be bright in order to convert selling to buying. RED is the most visible color. You must be visible to your customers with a value message, not just a sales pitch. And RED is fire. If you're not on fire, you'll lose to someone who is. All of these attributes of RED must be present in a salesperson as a basic fundamental of success. If you don't love it, if you
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