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Persuade:

1. to move by argument, entreaty, or expostulation to a belief, position, or course of action
2. to plead with; urge

The notion that the fundamental job of a sales or marketing professional is to persuade prospects to take some “course of action,” as Merriam-Webster puts it, is about as wrong-headed as it gets. Maybe at some time in the distant past it made sense, but it certainly has no place in today’s business world. It’s just wrong; for a host of reasons. Here are the top three: