If I invite you to a party there is very little resistance. You either immediately say yes or if you have a diary clash, you tell me you can't make it. Either way, the decision is instant. So if your marketing and product departments are doing their job every sale is more like an invitation. It's hard to argue that the guys in the Apple store on Regent Street are really selling iPads when there's a queue out the door. You don't want it? Next! So the idea is to align everything in the company so that a sale is not a sale - it's an invitation. We all know that the salesperson's job is to help people overcome their fears so that they can purchase something they will ultimately be happy with. The goal of the marketing and product offering is to turn your salesman into an inviter.