How Do I Convince Customers to Buy?

I have had people ask me this question many times. I have asked it myself in over 15 years of sales and marketing experience.

The answer is simple and frustrating: you don’t. People often talk about sales as if the goal is to be able to sell snowballs to eskimos.

During my class here in Cairo tonight, I came up with a better saying.

Don’t sell snowballs to Eskimos.
Don’t sell sand to Egyptians.
And don’t sell lies to anybody.

Serve your customer and you don’t have to convince them to buy.