There are groaning bookshelves of celebrated sales books out there. Though I have read very few of them, there are surely reasons to read most of them, I suppose.

The reason I don’t read many sales books, even though elite sales has been my personal specialty for years, is that the assumptions behind many of these books seem non-essential, trivial, and cynical to me. Though I know sales gurus command big bucks for their writing and personal appearances, most of this stuff looks to me to be about process, technique, psychology, and penultimate values–a veritable plethora of sales technique insufficiently moored to core value and core values. The internet just makes this process faster and more impersonal.

Sales is not about fooling people, despite our current culture of voyeurism, click bait, chimera, and ends-justifies-the-means manipulation of private data. This image of sales is out of date. Consultant Scott Edinger writes about this in the Harvard Business Review, saying, “Many people equate sales with making people buy things they don’t want, don’t need, and can’t afford. That perception likely emerged from the days, at the turn of the 20th century, when hucksters were among the few sales jobs listed on the U.S. census, and unfortunately this image still persists in many professions. The proverbial used-car salesman springs to mind.” …

Read more at Inc.