The Volume of Our Selling

“Don’t raise your voice, improve your argument.”

–     Desmond Tutu (b. 1931), South African bishop and social rights activist

In Glengarry Glen Ross, we learn that we should “ABC.”  Always be closing.

Ahhh, if only it were that simple.

Long-time readers know that I believe that sales is, by definition, an argument, but not in the cultural context of how we hear the word argue.  Rather, sales is an argument inasmuch as if the other party already believed what we want them to believe, there we be nothing to sell.

Still, too much training time is spent on closing skills, negotiation skills and the “art of persuasion.”  Complicating matters is that all buying decisions are ultimately made emotionally, no matter how quickly or aggressively logic comes into the picture to rationalize whatever decision was made.

It really is less about the volume of our argument and more about the quality.  In other words, Desmond Tutu’s advice is solid.  The better our preparation, the better our foundation, the better our “argument;” and that will make the entire process flow more smoothly and more in our favor.


  1. Mick Kirisits says:

    Very insightful Steve – “all buying decisions are ultimately made emotionally”!

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