How To Win A Sales Argument is the title of a book my father gave to me when I first started selling. The book was written by Richard Borden and Alvin Busse and published in 1926, almost 100 years ago.
Why Use The Term “Sales Argument”?
“Argument” comes from the Latin word “arguere” which meant to make clear or prove. Through the years into middle English the meaning changed to the process of reasoning. While in current use, “argument” has a negative connotation, perhaps in 1926 it was a more acceptable.
What Did Borden and Busse Mean By “Sales Argument”?
For years this little book remained hidden in a box of stuff collected after my father died. I had looked at the title many times and thought: “how negative could this book be?” And then put the book aside. Recently I was browsing the bookshelves looking for blog inspiration. I pulled the book off the shelf and started paging through it. Was I amazed! The authors put forth 5 principles for winning …