HOW TO SELL (AND WHY MOST PEOPLE GET IT WRONG)

People don't like to be sold, but they love to buy. — Bob Burg | 08|10|2025

It’s been a while since I’ve written. 

I haven’t been consistent with my letters because we’ve been flat out building ePower Australia. We’ve poured so much into it that we’ve reached the point of no return — and we’ve got to finish what we started...

I find it troubling to leave any project unfinished. Do you feel the same way? I’m pretty sure you do.

Now, let’s talk about one of the most valuable skills anyone can ever develop — selling or sales.

It’s a rare skill, and within it are many others that shape our confidence, communication, and mindset.

There’s a big misconception around sales. Many people still picture it as manipulative, pushy, or unworthy of admiration. But listen closely, mate — if you master the skill of selling, you make yourself a boss by default. No extra promotion, no permission needed to climb 🧗‍♂️ to the top.

A groundbreaking study conducted here in Australia revealed a startling fact: in every household, there is an idle $1,000 waiting to be claimed. This "idle money" is hidden in plain sight—locked away in assets we forget, subscriptions we don't use, and opportunities we overlook. Most of the world only knows one way to earn: trading time for money. There are 24 hours in a day, and few of us work all of them. I know some of you do. But what does it profit you to not use your mind to earn?

Yes, by carving out a few minutes to read this letter, you are choosing to break from that cycle. You are distinguishing yourself from the unhealthy race that humankind is running—a frantic sprint on a journey to nowhere, a highway to the grave. 🪦 

By the time you finish this mindf*cked, you’ll see why you should start selling immediately and transform your life and family for good. People carry money, animals don't.

In addition, we’ll explore who you should sell to, and who you should not waste your energy on — because not everyone is your customer or clientele.

WHAT IS SALES, BY THE WAY?

Most people consider sales a dirty word, yet they sell every f***kin day that passes — their time for paper currency, their skills, their ideas. If you have a job, you’re already a time seller. The better you get at selling your time and value, the further and faster you go in this journey called life. Life is brief; please don't waste it on people's hands.

Sales isn’t about pushing people. It’s about solving problems, creating value, and communicating clearly so others see why your solution fits them best.

We’ve got to shift our mindset from “I need to make a sale” to “I’m here to help someone improve their life or business.”

That’s how you sell with pride — not desperation.

Now, here are 10 commanding and Unorthodox Tricks and Tactics to sharpen your sales game and stand out like a motherf*cker in our community of the goodlife philosophers.

1. Build Strong Social Proof

Word of mouth, as Jeff Bezos said, is still one of the most powerful forces in business. Your social proof is your voice when you’re silent.

In my sales journey, I’ve learnt to build a positive sales footprint without being prey to customers — keeping a healthy 50/50 balance in every exchange of value.

                                                          Social proof - the salespersons' almighty formula         Image 1. 

2. Look Big, Act Small

No one feels comfortable handing over large sums of Dough to someone who looks needy. Maintain a composed and confident demeanour, regardless of internal pressures. Your ability to appear in control directly influences the client's perception of your solution's value. 

Meaning being prepared. Wear the best of things if possible. Best colognes. Your best attire. Look good like a motherf*cker.

People pay more to those who appear confident and put together. Got a Lamborghini? Then drive it. Flaunt that success on your sales journey—don't get scared. That level of achievement doesn't intimidate real clients; it attracts them. The only ones it might scare off are the 'stingy babylons'—those with an old-money mindset who are slow, judgmental, never use their money, and afraid to play at your level.

You don’t need to fake luxury or go into debt to impress anyone. Rather express luxury. Use what you already have — present it well. Smell good, look clean, be sharp.

And forget the myth that you must wear a suit to sell. That’s old-fashioned. You can close a deal in shorts if your confidence and offer are solid. Richard Branson proved that well. Wealth isn’t in your outfit — it’s in your mindset.

Owning a house doesn’t automatically make you rich, either. Many so-called landlords are broke as, tied down by inherited properties they can’t even maintain. Real wealth is freedom, not bricks.

3. Take Your Eyes Off the Money — Focus on Value

When you obsess over money, you dull the sales process. I’ve noticed that whenever I push too hard for a sale, it becomes tougher to close that deal. There is a project that we're building in rural Nigeria at ePower Impacts. Still work in progress...

This is social proof in action. Our commitment to giving back is a significant investment, but the returns in community impact and brand strength are invaluable.

That's by the way, anyway, you see, clients can sense desperation. But when you focus on value and confidence, they lean in.

4. Speak Less, Listen More

We have two ears and one mouth for a reason, my friend. Silence over stammering was a powerful orientation (OT) back in the days of fraternity in uni. days. A similar principle applies to sales. 

Silence isn’t empty — it’s full of information. Listen deeply, and you’ll sell smarter.

5. Study Human Psychology

Every decision is emotional before it’s logical. 

If you understand what drives people, you’ll know how to speak to their hearts — not just their heads. Start with emotion, follow with logic. 

People don't go to 7-Eleven because they want a coffee experience; they go for an instant caffeine hit.

6. Body Language is Your Secret Weapon

Positioning is everything. Both in your imagery. 

How you stand, move, and hold eye contact matters more than you may reckon.

In negotiations, let the other person speak first. Whoever speaks first often loses leverage. Stay composed. Confidence sells.

7. Sell the Benefits, Not the Features

People don’t buy products anymore — they buy feelings, as in the case of the 7-Eleven scenario that I've just cited.

Don't buy an expensive cologne just to smell good; buy it to feel attractive. It's a tool for connection—drawing people in, creating intrigue, and sharing moments of fun. It’s an investment in confidence. And by the way, risqué still sells.

A gym membership isn't about lifting weights; it's about the confidence that comes from strength and the innate satisfaction of a body in motion.

Focus on what your customer feels after buying.

8. Theory Doesn’t Build Skill — Practice Does

You can read every book on how to ride a bike and still fall flat if you never get on one.

Sales works the same way.

Start selling. Sell to friends, family, or anyone. It’s not taboo. It’s practice.

Learn to spot opportunities before others do. Create your own mini economy regardless of the context.

9. Avoid Dogmatism — Refine Your Pitch Often

Everything evolves — your sales style should too.

Don’t sound robotic or scripted. Be human, adaptive, and creative.

Flexibility wins more deals than memorised lines ever will. Cut prices if need be. Do give away. 

10. Believe in Your Offer (And Let Your Offer Believe in You)

When you know your product inside out, you’ve already won half the battle.

If they withhold their money, you withhold your value — it’s mutual need, not begging.

Confidence commands respect.

Thank you for investing your time with me today. 

Until next time,

— Destiny