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Have you ever wondered why most people hate selling, especially by cold-calling?

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The reason is because deep down they know that they are just trying to push something down somebody else’s throat!

I’ve sold from bubble gum, at age six, to real state at age 21, in addition to polyethylene, eighteen wheelers, cars, auto parts, raw milk, cattle, manual sweepers, ionizers, and wine, just to name a few, and I have never felt bad about it, nor have I ever had any real issue.

The reason I never felt bad about selling was because, the way I saw it, I was offering something people needed or wanted.

The glass “half full” is a matter of perspective. Hence, attitude is a matter of perspective. Why chose a negative perspective when you can choose a positive one?

I have also been through a myriad of sales training, not very helpful, I should add.

Most sales training are still about “artfully” pushing a service/product down someone’s throat while handling objections “effectively.”

These approaches only create, by default, a negative Hedonic Tone with the customers before we even open our mouth because, regardless of how “artful” it may be or how “effectively” we handle the objections with highly customized ‘rebuttals’, we are still pushing something down someone’s throat.

Hedonic Tone is the degree of pleasantness or unpleasantness associated with a given experience, ‘thing,’ or situation.

Hedonic Tone is the main driving force behind every decision-making process and it over-rides, hands down, Benefit/Cost analysis.

There are only two ways to move people in a desired direction:

1) By Force (extrinsic motivation: collusion & Coercion)

2) By Inspiration (Intrinsic motivation)

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Extrinsically “motivating” someone through collusion (e.g., Carrot) or by coercion (e.g., Stick) creates, by default, a negative Hedonic Tone and it is neither ethical/moral, nor sustainable.

Intrinsically motivating people not only creates a positive Hedonic Tone from the very beginning but it is ethical and moral and, therefore, it is also sustainable i.e., there is no need to continuously get a bigger carrot and/or stick.

The question is: How to intrinsically motivate your customers in a given direction?

The simple answer is: By efficiently -and therefore effectively- conveying a positive Hedonic Tone about your product and/or service.

Conveying a positive Hedonic Tone requires, above all, establishing and environment conducive to trust building and development from the very beginning. It goes without saying that the product and/or service must have already a good reputation or, at the very least, must not have a negative one.

Once you convey a positive Hedonic Tone about your product and/or service, all you have to do is wait for customers to pour in, making sure you deliver the very best customer experience to all your customers and never ever let them down!

JC Wandemberg Ph.D.

President & Founder

Sustainable Systems International

About the author: Dr. Wandemberg is an international consultant, keynote speaker, published author, professor, and analyst of economic, environmental, social, managerial, marketing, and political issues. For the past 30 years Dr. Wandemberg has collaborated with corporations, communities, and organizations to integrate sustainability through self-transformation processes and Open Systems Design Principles, thus, catalyzing a Culture of Trust, Transparency, and Integrity.

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