Everyone's heard of the Golden Rule, but what is it really? And how can it be applied to the job of selling? Isn't the term “Golden Rule Selling” an oxymoron? Isn't it contradictory?

You might be surprised at how many salespeople use Golden Rule techniques in their work. They typically aren't the plaid-suited fellows with shiny shoes and a constant grin. They are the quieter salespeople who actually consider what you want first. They sincerely desire to help you. Of course, they aren't totally selfless, but they usually are trustworthy. They need to make a living, too. But most will not do so dishonestly. They understand that the rewards of Golden Rule Selling are greater than those of Do-Whatever-It-Takes Selling.

Golden Rule 101

The Golden Rule is a universal law, advocated by all of the major religions and belief systems around the world. They include Hinduism, Buddhism, Confucianism, Jainism, Judaism, Christianity, Islam, Baha'i, and others. Basically, it says “However you want others to treat you, treat them likewise.”

The Golden Rule is also known as the ethic of reciprocity. It is a fundamental moral principle. It is a global ethic. It is a human right. Imagine how the world would change for the better if all practiced the Golden Rule and treated others as they want to be treated.

The problem is that the Golden Rule can be difficult to apply. Your job as a wage earner is to consider yourself and your needs first and foremost. If there's some left over, you'll consider sharing. That's human nature. The internal struggle, then, is between human rights and human nature. You versus them.