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It’s Not About the Girl Scout Cookies

by | Feb 1, 2022 | 6 comments

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.


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


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

© photo: <a href=’https://www.123rf.com/profile_mybaitshop’>mybaitshop</a>


  1. Val Cronin

    Trust = communicating to the client that you care about them personally and their situation; and that you have the integrity and confidence to help them succeed.

    Karen, the Samoas will win.

    • Karen Cortell Reisman

      Val – Samoas rule. Thanks for your feedback! Karen

  2. Harry Hall

    Great post. The daughter of one of my UD co-workers used to sell boxes to the professors, and probably others. She knew I was always good for a couple, so she targeted me. On top of all that, she was just a spitfire, fun to talk to. thanks loads for this one.

    • Karen Cortell Reisman

      AND… that’s why you bought those cookies from her. My point exactly! Thanks, Harry, for your feedback. Karen

  3. Esther Donald

    Such a great example! I strive to build trust with my clients from our very first interaction. There are many divorce lawyers in town. Maybe not quite so many who focus on developing a TRUSTING relationship with each client.

    Professionals who follow your advice, Karen, are definitely smart cookies! 😉🍪

    • Karen Cortell Reisman

      Thanks Esther! YOU are a smart cookie too. You are loved by your clients for your expertise as well as your ability to create trust. Quite a winning combo.

      Go celebrate with a Thin Mint Cookie.


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