Got my 3 boxes of Girl Scout Cookies yesterday, hand delivered by my favorite Girl Scout – my grand-niece Audrey 😎.

I’m reminded of a pre-Covid example about why this cookie transaction with Audrey has NOTHING TO DO WITH THE COOKIES!!

Back in the olden days… At the office of one of my clients two girls had the opportunity to sell these famous cookies. One posted the order form in the break room near the coffee machine. The other girl, dressed in her Girl Scout uniform, went office-to-office and spoke individually to the employees.

Passive Seller sold 4 boxes… total.

Active Seller sold 234 boxes.

IT’S NOT ABOUT THE COOKIES!

Everyone is selling the same Girl Scout cookies. The product is good; but it is not unique!

IT’S ALL ABOUT TRUST.

It’s about the process – how you sell and how you create trust in your market place.

Look around and see who your competitors are. Like these Girl Scout Cookies – you’re all dentists selling healthy dentition, or you’re all estate tax attorneys selling wills.

Q: So why do your clients buy from you?

A: Trust.

When others trust you, they want to continue to do business with you. And they want to refer you to other great clients. Whether you’re selling a product, a service or a community initiative – don’t be the Passive Seller.

Rather – be the Active Seller who establishes trust and builds vital relationships.

Read about our 22 Communication Skills on how to cultivate trust in my book, The Naked Truth about Selling.

Author: Karen Cortell Reisman is Founder of Speak For Yourself®, a communication consulting firm, and the author of 2 books on how to communicate. She lives in Dallas, Texas and is trying not to eat the entire box of Thin Mints, Samoas & Tagalongs!

Did you know we offer a free 20-minute communication consultation?

© 2021 Karen Cortell Reisman, All rights reserved

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