So, how can the Golden Rule be applied to sales? Rephrased, the Golden Rule of Sales is: Sell as you want to be sold. It means sell things to others as you would like them to sell to you. What does that actually suggest?

First, answer the question: How do you want to be sold? That's easier to define. As a typical consumer, a buyer, you probably want purchasing transactions to involve:

• Trust

• Honesty

• Helpful attitude

• Acknowledgment as an individual

• Listening to your needs

• Accurate information

• Options

• Clear explanations

Imagine buying a car, for example, with the help of a seller that you totally trust to be honest, accurate, and helpful, and who listens to your needs before offering options and clear explanations. Isn't that what you, as a buyer, want in a sales transaction? Of course, you may ask a question that the seller cannot answer, but an honest seller will tell you so rather than make something up.

There's one more quality that you, as a buyer, want in your seller: Assistance with the decision. You want the seller to recognize the stages of the sales process and help you through them. You want them to honestly answer your unstated question, “Now what?” You want them to be your guide in the buying process — not pulling or pushing you through it. You want to be sold through the application of the Golden Rule.