The salesmanship of NHS England chief executive Simon Stevens has convinced the service that this is the beginning of widespread, patient-centred change, not yet another wave of pilots.
Given this is just what the baying masses north of the Tweed would like to hear, you suspect there was a good dose of playing to the crowd in his comments (as well as salesmanship, given the unsold hideously expensive seats at Lang Park).
Size, or perceptions thereof, matters immensely to men and your suggestion of standard sizing or bar coding is no substitute for adroit salesmanship or clever marketing.
Naked Wines is "a small part of something much bigger," says its boss, Rowan Gormley: "the end of people paying to be sold to .That does not mean the end of salesmanship.
They will also retain control of Cazenove's asset-management and private-equity businesses, though neither of these is big.For Mr Mayhew, this deal looks a triumph of salesmanship.
In an attempt to refute those who say this amounts to a long-term problem, but not a crisis, he put the case for acting now in household terms: 2018 is when your five-year-old would go to university; 2042 close to when your 20-year-old would retire.As a piece of salesmanship, this may well be effective.
One of the characters he writes about is Robert McMurry, an industrial psychologist who wrote an influential study of salesmanship in 1961.
It is testimony to Mr Berlusconi's salesmanship (and perhaps his sway over Italian television) that he was widely believed.Even more impressively, his government has persuaded the financial markets that there is no problem with Italy's public accounts, despite having a primary budget deficit (ie, before interest payments) and the euro zone's biggest public debt.
Henri Guaino, an adviser who dreamt up the idea but was demonised in Brussels and Berlin for inept salesmanship, purred quietly in the corner.As convoys of dark cars shuttled along roads closed to other traffic, most attention fell on the diplomacy.
He believes that his charm and salesmanship, qualities that helped make him Italy's richest man, will secure his reputation on the world stage.
For hyped-up salesmanship brings clear consequences: customers become even more sceptical, once they find they have been gulled.
