The Secret of Selling Anything: A Road Map to Success for the Salesman Who Is Not Aggressive, Who Is Not a Smooth Talker, and Who Is Not an Extrovert is a little-known gem of a book written by sales expert Harry Browne and published after his death in 2006.
Browne, who twice ran for president as a Libertarian, wrote in the book that you cannot motivate others to want something, if they don’t already want it.
“You can’t create motivation,” he said. “It must already be there, inside your prospect. If it’s not, you’re wasting your time and appealing to the wrong audience and making your job of selling so much more difficult.”
He believed 99 out of 100 salespeople try to motivate their prospects. “And that’s their mistake,” Browne said. “You’re not capable of motivating anyone, no matter how persuasive you think you are.”
Browne said everyone is already motivated. “The question is, ‘Motivated by what?’ Your job is to find out what it is. Then show them how they can get what they want through your product or service. Only then will they buy.”