Many years ago, for a brief time, I sold advertising for a local free newspaper. It was a job that I hated with a passion. Unlike my much more hard-nosed sales associates, I believed that you needed to build relationships and ensure that people had a plan when spending their money, rather than demanding they place an ad each week whether it was right for them or not. I felt you should make an effort to build trust and goodwill before expecting someone to hand over their hard