Earlier this year, best-selling author Daniel Pink released an enormously popular book on the psychology of sales, "To Sell is Human." In his introduction, Pink says that while one in nine U.S. workers has a job focused on persuading someone to make a purchase, the other eight are also in sales. They just don't know it.

Of course, Pink isn't a revolutionary for saying that. "We're all in sales" is a common refrain from CEOs, sales executives and small business owners, and in today's competitive market, it's easy for most people to understand and digest. But if you're in middle-market M&A, this mantra needs to be tweaked a bit: "We're all in marketing."

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