One of the worst mistakes you can make when selling is to assume that you should sell to someone else the way you would want to be sold to.

I know, I am turning the Golden Rule on its head here.

But listen to me for a moment.

The Golden Rule is a good one for how to treat your coworkers, your neighbors, new people you’ve just met, etc.

It is a good way to go through life.

It was invented for making friends.

It was not invented for making more sales.

Getting along with people IS an important part of selling.

But “making friends” is not your goal in selling.

So a rule that is focused on making friends, may not help you make more sales.

In fact it could hurt you.

It could hurt you because when you interpret the Golden Rule of “Do unto others, as you would have done unto yourself” to mean things like…

Don’t ask me about money.


Don’t ask me personal questions.


Don’t ask me about my career goals and office politics.

… then you have automatically put most of the raw fuel that drives each and every sale off-limits from discussion.

Instead what you gotta do is get people to open up.

You want to get them emotional. Real emotional.

You want to get them to talk about a problem. And tell you everything that’s wrong. Why things suck. What’s gonna happen if they don’t do something about it.

And you gotta get them to admit that this is something important to them. Something worth doing something about. Something that matters.

Then and only then can you sell.

Because then you have found… no you have uncovered… no you have created… a motivated prospect.

One who can and will buy if you show him how to solve his pain that he suddenly realizes he must do something about.

You all buying decisions happen in an instant. In a moment.

And then they are rationalized and justified with logic.

Selling is simple and easy then if you know how to quickly take someone to that place where they get emotional enough to decide.

Otherwise, you are leaving things to chance.

Sell with Pride,

Shameless Shamus Brown

P.S. Stop leaving your sales to chance. Get people to decide quickly and rapidly to buy from you now with the Persuasive Selling Skills Audio Program.