I have spent a lot of my life in the business of selling. I have sold life insurance, computer software, pots and pans, beauty treatments, nutritional products, clothes and training services to name bit a few. In those 30 years of sales experience one immutable fact has emerged. People hate being sold to.

However this is also at the root of one of lifes great paradoxes. Whilst we hate being sold to, we all love to buy. Buying something that we really want or that really solves a problem is a wonderful feeling. For people running a business this presents a real dilemma.

So often the selling techniques we experience as customers seem to be attempts to trick us into buying something we don