I recently saw this terrific Oasis advertisement and it reminded me of the following Parable:
A young Salesperson was disappointed. He had lost an important sale. In discussing the matter with the Sales Manager, the young man shrugged. “I guess,” he said “it just proves you can lead a horse to water, but you can not make him drink.” “Son,” said the Sales Manager, “let me give you a piece of advice: your job is not to make him drink. It’s to make him thirsty.”
I reproduce this lovely little parable because it sums up what selling really is and what it absolutely isn’t.