THE SALES FUNCTION
The sale of rights is usually carried out through a mixture of what might be
termed active and passive selling; the proportion of active to passive selling
will vary according to the staff resources available, the importance of rights to
the publishing operation, the nature of the list and the range of rights available
to be sold. The majority of licences will result from active selling, and this
reinforces the need for allocating adequate staff and time to the function.