b'INTRODUCTION RELATIONSHIPS, ANCIENT PRINCIPLES, AND NATURAL LAWSS elling is a multidimensional process. The first dimension includes what we sell: the prod-uct, the service, the idea, or the promise of a de-sired outcome. The second dimension includes howwesell:themarketing,thepricing,and sometimes the packaging. The third dimension involvestherelationshipsthatareestablished between sellers and buyers before, during, and after a sale occurs. These relationships need to be nurtured and sustained for sales transactions tooccurrepeatedlyintothefuture.Thisbook focusesonthethirddimension,yetitcannot 7'