One night in June you and your spouse are knocking around downtown after a movie. You decide you’re a little hungry and stop in a little hole in the wall place a couple of blocks from the theater. It’s a cozy little place and the hostess greets you with a friendly smile. She seats you in a private little corner.
Thus begins the best dining experience you ever had. The food is wonderful, the service perfect. And the desert—oh God the desert is to die for… rich and creamy dark chocolate confection that’s a whole experience on its own. When the check comes it’s a little more expensive than you planned for, but holy cow it’s worth it.
What do you think you do in the next days and weeks?
Well. you probably never stop talking about the place. You never stop selling the place “Boy oh boy, what a meal. You should really try it. It was a little expensive, but it was the best meal I’ve ever had” etc etc.
Sales is instinctual for our species. It’s part of the social glue that makes us who we are. We’re naturally a sharing species. We naturally share experiences and knowledge. It’s bred in us by thousands of years of belonging to tribes and clans. It’s a survival characteristic.
Everybody sells. The best of us at it are what Malcom Gladwell called mavens in his book, The Tipping Point.
But everybody sells.