I went to the department store once to buy a suit. I stopped at one to take a closer look and feel the fabric, and the salesperson said, “That one’s very popular right now.” I kept looking, and she kept following me around. I found another one and tried it on. And she said, “That one looks good on you.” But I didn't think so. So I tried on another one. This one looked good, but it felt a little big, so I asked her if they had one in a smaller size. She went and checked, and said no. I kept looking at the suit, and she said, “I don't think it's too big.” At that point, I had had enough of her lying (selling, I mean). So after looking around a little longer, I said, “Thank you,” and left. Needless to say, she wasn't very happy. And neither was I.

This salesperson is actually like many salespeople. They don't care if you look good in your clothes or not. They don't really care about you at all; they just care about your money. They want you to spend your money so that they can make money. And I think they end up being poor salespeople – literally.

But I remember one time I walked into another store, and the salesperson came and said, “If you need any help, let me know.” Then she went away. Later on, I asked her for some help. She asked me, “What kind of suit are you looking for?”

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Instead of focusing on what they have to sell, good salespeople try to find out what you need to buy. And if you try something on, they'll tell you if it looks good or not - they'll tell you the truth. If the salesperson really knows their stuff, they should be able to tell you what you might look good in and suggest where you can find it – even if it's not in their store. A good salesperson will focus on satisfying you and meeting your needs, which in turn will cause you to spend money - which will satisfy their needs. Satisfaction starts with the customer, and it ends with the salesperson – not the other way around. Serve the customer, and the customer will serve you.

Even if I didn't buy a suit from that salesperson, I might have bought something else, like a shirt. But whether I bought anything or not, I would definitely go back to that store. And I would definitely recommend the store (or more specifically, the salesperson) to my friends. Which in the long run, increases sales.

When I go shopping, I don't just want a product. I want trust. Honesty. Friendliness. Expert advice. And good service. If you want to make money from me, all you have to do is try to make me happy. And the way to do that is to first find out what I need, and what would be best for me, and then try to give it to me. And I will gladly give you my money because you saved me time, trouble, and the possibility of having to deal with a selfish salesperson. I believe this is the secret to making my money – and your money as well. The way to make money is to understand people and what they really need – because people control money. And really, all you need to do is just try to make me happy - because even if you fail, I might still buy something from you because you tried so hard to make me happy. I might even feel guilty if I didn't buy something from you.

Most salespeople don't sell like this. They don't try to give the customer what the customer wants; they try to give the customer what they want to give the customer – or anything in their store that the customer is willing to buy. Yet the more you want my money, the less I trust you and the less I want to give it to you. But the less you seem to want my money, and the more you want to make me happy, the more willing I am to spend it on you. If you want to make money, wanting it more doesn't help you – it usually hurts you. This leads me to what I believe is a natural law of life: if you want something, the best way to get it is not by trying to get it directly, but by researching what it needs, and trying to make it happy so that it wants you. The best way to catch a dog or any other biological entity (which includes human beings, I suppose) is not by running after it, but by giving it the food it wants or likes. Trying to attract it to you, rather than chasing after it. When it realizes that you were the one who brought it happiness, it will voluntarily come to you.

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