Sold or bought?
Some things are bought--like bottled water, airplane tickets and chewing gum. The vendor sets up shop and then waits, patiently, for someone to come along and decide to buy.
Other things are sold--like cars, placement of advertising in magazines and life insurance. If no salesperson is present, if no pitch is made, nothing happens.
Both are important. Both require a budget and a schedule and a commitment.
Confusion sets in when you're not sure if your product or service is bought or sold, or worse, if you are a salesperson just waiting for people to buy.
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