The Sales Dilemma—Friend or Foe?
So, you’re sitting there, probably scrolling through your phone, maybe sipping on your favorite coffee, and boom—this article title grabs your attention: “Is Selling Evil?” Now, if you’re in network marketing, direct sales, or any business that requires you to sell something (which, let’s be honest, is pretty much every business), this question might hit a nerve. It’s one of those debates that’s been going on for centuries, like the great pineapple-on-pizza controversy.
I got inspired to write this after watching a video by Joe Polish, a well-known marketing guru. The title of his video was, you guessed it, “Is Selling Evil?” Now, before we dive into the deep end, I want you to take a moment and think about selling. Think about salespeople. What’s the first image that pops into your head? Is it that slick, fast-talking, used-car salesperson stereotype? Or maybe it’s that friend who’s always trying to get you to join the latest MLM?
Here’s the thing: selling has a bit of a PR problem. For a lot of people, the word “sales” comes with some serious baggage. And I get it—nobody wants to feel like they’re being sold to. But let’s break it down, because what if I told you that selling, at its core, isn’t just not evil, but actually one of the most beautiful and empowering things you can do? Stick with me here—this might just change the way you look at selling forever.
The Perception Problem: Why Selling Gets a Bad Rap
Let’s be honest—salespeople haven’t always been the most loved group in the room. In fact, in a survey of the most trusted professions, salespeople often rank somewhere near the bottom, right there with politicians and, well, you know who.
Dan Kennedy, another marketing expert (yeah, I read a lot of marketing newsletters), once talked about how people in Ohio would rather open their door to a bear than to a salesperson. Can you imagine? A bear! The poor salesperson is out there trying to make an honest living, and meanwhile, Mr. Grizzly is looking like the better option.
So, why is that? Why do so many people cringe at the idea of sales? The problem is that many people associate selling with manipulation, pressure tactics, and, ultimately, a loss of control. We’ve all been there—sitting through a high-pressure sales pitch where we feel like we’re being pushed into something we don’t really want or need. It’s uncomfortable, and it leaves a bad taste in our mouths.
But here’s the truth: selling doesn’t have to be like that. In fact, it shouldn’t be like that. Selling, when done right, is about helping people solve their problems, meet their needs, and achieve their goals. It’s about making a positive impact in someone’s life. And when you approach it from that perspective, selling is not only not evil, but it’s also one of the most important skills you can have.
“If you think selling is evil, just remember—Mother Teresa was one heck of a salesperson, and she wasn’t out there pushing timeshares.”
Is Selling Really Evil? Let’s Set the Record Straight
Now, let’s tackle the big question head-on: Is selling evil? Well, like most things in life, the answer is, “It depends.” If selling, to you, means making a profit at someone else’s expense—regardless of whether they need or want what you’re offering—then, yeah, that’s pretty evil. It’s also just plain bad business. No one wants to be the guy who’s known for ripping people off or pushing products that don’t deliver.
But here’s the flip side: if selling is about influencing people to take actions that will improve their lives, empower them, and help them achieve their dreams, then selling is one of the most beautiful things you can do.
Think about it. Our world as we know it wouldn’t exist without great salespeople. I’m not just talking about people selling products or services. I’m talking about the people who sold ideas, who sold visions, who sold dreams. From the spread of major religions to the fight for civil rights, the world has been shaped by people who were masterful at selling their ideas.
Take religion, for example. Both Muhammad and Jesus (peace be upon them) were, in essence, selling the idea of monotheism—believing in one God and following His commandments. And guess what? People bought into that idea in droves.
“If you think selling is just about pushing products, remember—Jesus wasn’t out there with a 2-for-1 fish and loaves special. He was selling something a bit more eternal.”
Selling Ideas: The Power of Influence in History
Let’s dig deeper into this idea of selling as a force for good. History is full of examples of great leaders who were, at their core, great salespeople. They weren’t selling products—they were selling ideas, beliefs, and movements that changed the world.
Mahatma Gandhi: Gandhi sold the idea of nonviolent resistance as a way to achieve independence for India. He didn’t have a fancy marketing budget or a slick ad campaign. He had an idea, and he sold it to millions of people who believed in his vision.
Malcolm X: While his methods differed from Gandhi’s, Malcolm X was a powerful salesman of the idea that Black people should not be oppressed nor be oppressors. He sold a vision of empowerment and self-sufficiency that resonated with many.
Martin Luther King Jr.: King sold the idea of civil rights through nonviolent protest. His speeches were essentially powerful sales pitches, persuading millions to join the fight for equality.
Mother Teresa: Mother Teresa wasn’t selling products, but she was selling the idea that everyone, no matter how poor or sick, deserves dignity and respect. Her message resonated so deeply that people around the world were inspired to follow her lead.
“If you still think selling is all about being pushy, just remember—Gandhi led a whole nation to freedom without so much as a PowerPoint presentation.”
Why You Need to Master the Art of Selling
So, if selling isn’t evil, and if it’s something that can be used for incredible good, then the next logical question is this: Are you good at selling? Because here’s the hard truth: if you can’t sell, you’re in trouble. It doesn’t matter how great your product, service, or idea is—if you can’t sell it, it’s not going anywhere.
Selling isn’t just about closing deals. It’s about persuasion, influence, and communication. It’s about understanding what people want, what they need, and how you can help them get it. Whether you’re selling a product, a service, or an idea, the principles are the same. And if you can master those principles, there’s no limit to what you can achieve.
Let’s take it one step further. Think about some of the most successful entrepreneurs, politicians, and leaders you know. What do they all have in common? They’re all great salespeople. They know how to communicate their vision, persuade others to join them, and inspire action. Without those skills, they wouldn’t be where they are today.
“Think you don’t need to sell? Try convincing a toddler to eat their vegetables—that’s sales 101 right there.”
The Dual Nature of Selling: The Good, The Bad, and The Ugly
Now, let’s not sugarcoat it. Selling, like anything else, has a dual nature. It can be used for good or for evil. Think of it like a rifle. You can use it to hunt and feed your family, or you can use it to cause harm. The power isn’t in the tool—it’s in how you use it.
Unfortunately, history is also full of examples of selling gone wrong. Take Hitler, for example. He was a phenomenal salesman—there’s no denying that. He sold an entire nation on a horrific ideology that led to some of the darkest days in human history. His salesmanship was powerful, but it was used for evil.
On the flip side, selling has also been used to inspire, uplift, and create positive change. The difference lies in the intent and the ethics behind the sales pitch. When you sell with integrity, when you sell to help others, you’re using your skills for good.
“Selling is like a superpower—use it for good, and you’re a hero. Use it for evil, and, well, we’ve all seen those movies.”
How to Sell Like a Pro and Make a Positive Impact
So, how can you use your sales skills to make a positive impact? How can you sell your products and services in a way that not only benefits you but also earns you the respect and admiration of your customers? Here’s how:
1. Don’t Make Money Your Primary Goal
This might sound counterintuitive, especially if you’re in business to make money (and let’s be real, who isn’t?). But here’s the thing—if your primary goal is just to make a sale, you’re missing the point. Your goal should be to solve your client’s problem, fulfill their desires, and provide them with value. Money is a byproduct of doing that well.
When you focus on helping your clients achieve their goals, the money will follow. People can sense when you’re just in it for the sale, and it turns them off. But when you genuinely care about their needs and focus on delivering value, they’ll not only buy from you—they’ll keep coming back.
“Think of selling like dating. If all you’re after is, well, you know, you’re probably not getting a second date. But if you’re focused on building a real connection, things are going to go a lot better.”
2. Don’t Sell Commodities—Sell Results
People don’t buy products—they buy solutions to their problems. They buy the results that those products will give them. This is a lesson that all the great salespeople in history understood. They didn’t just sell ideas—they sold the results those ideas would bring.
Look at Muhammad and Jesus. They weren’t just selling religious beliefs—they were selling the promise of paradise. Malcolm X and Martin Luther King Jr. weren’t just talking about civil rights—they were selling freedom. Mother Teresa wasn’t just offering charity—she was selling dignity and respect for all.
When you’re selling, focus on the benefits, desires, outcomes, and results that your product or service will deliver. Show your prospects how their lives will improve as a result of what you’re offering.
“Don’t sell the drill—sell the hole in the wall. Or better yet, sell the satisfaction of finally hanging that picture straight.”
3. It Doesn’t Have to Make Sense—It Just Has to Feel Good
Here’s a little-known secret about selling: people make buying decisions based on emotions, not logic. Sure, they’ll justify it with logic afterward, but the decision itself? That’s all about how they feel. You get a headache, you buy Panadol. Someone steals your phone, you get angry and buy the first replacement you can find. You want to impress your friends, you splurge on that iPhone. It’s all emotional.
As a salesperson, your job is to tap into those emotions. Understand what your prospects are feeling and show them how your product or service will make them feel better. If you can make them feel good about the decision, they’ll buy.
“Ever bought something because it ‘just felt right’? Yep, that’s your emotions talking. The heart wants what it wants—even if your wallet isn’t so sure.”
4. Use Educational-Based Selling
This is, without a doubt, one of the most powerful forms of selling. When you educate your customers before making a sale, you build trust, credibility, and authority. You show them that you care about their well-being, and they’ll love you for it—and they’ll pay you for it, too.
Educational-based selling is all about giving your prospects the information they need to make an informed decision. You’re not just pushing a product—you’re teaching them something valuable. You’re helping them solve a problem or meet a need. And when you do that, they’ll see you as a trusted advisor, not just a salesperson.
For example, instead of just trying to sell a weight loss product, you might educate your prospects on the benefits of healthy living, how to create a balanced diet, or the science behind weight loss. By providing this value upfront, you’re positioning yourself as an expert, and your prospects will be much more likely to buy from you.
“Think of it like going to the doctor. You trust them because they know their stuff, not because they’re trying to sell you on the latest prescription.”
The Final Word: Selling Isn’t Evil—It’s What You Do With It That Matters
So, let’s circle back to the original question: Is selling evil? The answer, as we’ve seen, is no. Selling is a tool, and like any tool, it’s all about how you use it. You can use your sales skills to manipulate and deceive, or you can use them to uplift, empower, and make a positive impact in the lives of others.
The choice is yours. But if you choose to sell with integrity, if you focus on providing value, and if you genuinely care about helping others, selling isn’t just not evil—it’s one of the most beautiful things you can do. You have the power to change lives, to inspire action, and to make the world a better place—one sale at a time.
So, the next time someone asks you if selling is evil, just smile and remember that you’re not just a salesperson—you’re a problem-solver, a dream-maker, and a positive force in the world.
“Remember, selling is only as evil as the person doing it. So be good, do good, and sell like a superhero.”
Closing Thoughts: How to Apply These Lessons in Your Own Business
Now that we’ve established that selling isn’t evil, let’s talk about how you can apply these lessons in your own business. Whether you’re in network marketing, direct sales, or any other industry, these principles are universal. They’re the key to selling ethically, effectively, and in a way that leaves a positive impact.
Actionable Steps:
Focus on Value: Always lead with value. Whether you’re selling a product, service, or idea, make sure it’s something that genuinely benefits your customers.
Understand Emotions: Remember that people buy based on emotions. Tap into those emotions and show your prospects how your product or service will make them feel better.
Educate First: Use educational-based selling to build trust and credibility. Provide valuable information that helps your prospects make informed decisions.
Sell Results: Don’t just sell products—sell the results those products will deliver. Focus on how your offering will solve a problem or meet a need.
Sell with Integrity: Always sell with honesty and integrity. Your reputation is your most valuable asset, and selling ethically will ensure long-term success.
Your friend in success,
Lusabara
