Sales doesn’t have to be a dirty word

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What is the first thing that comes to mind when you hear the word “sales”?

According to best-selling author Dan Pink, the term sales has overwhelming negative connotations. In a poll of 7,000 Americans, three-quarters of respondents offered words like yuck, sleazy, annoying, slimy, dishonest, pushy and aggressive.

Pink, as keynote speaker at this week’s 2015 Law Firm Marketing Association conference in San Diego, wanted the 1,300-strong audience (of whom only two dozen were practising lawyers) to understand why people don’t like to be sold to, and why lawyers resist being asked to sell.