This is the first of three rules: People don't like to be sold.

It's odd, because people do like to buy.  It's just that they resist someone selling them.

You must understand the difference.  When you sell to people typically you're trying to convince.  Many do this with point by point logic to get the prospect to admit the reasons for buying can't be refuted.  This can become a checklist of yes answers.  Despite the evidence that shows they should buy, they hesitate. 

Why?  Because so far it was all your idea - not the prospect's idea.

That's why it's better to entice.

How do you do that?  Give them something they want.

Instead of selling insurance, give them the guaranteed retirement that comes in a permanent life policy.  Instead of selling web services, give your prospect a way to multiply his business and generate more profit.

People don't like to be sold.  Instead give them enticements that make them want to buy.