How to Sell Anything

The single secret to being successful.

Atlanta, GA

February 22, 2025

Among the key insights of Austrian economics are that humans act and value is subjective. These observations seem obvious and uncontroversial…essentially truisms. But they’re often forgotten, neglected, or misunderstood.

Each person’s perspective is informed by innumerable variables that influence his values. An Englishman thinks a hundred miles is a long way. An American believes a hundred years is a long time. Is either, neither, or each of them right? Who’s to say?

Would a woman rather receive a diamond ring or a gallon of water? It depends. Is the lady sitting with her boyfriend on a beach, or stranded alone in the Sahara?

Some of us are willing to jump from a plane. Others can’t bring ourselves to board one. Fear of flying forces many people to drive, which puts them at greater statistical risk of ending up dead.

But they don’t care, even if they know the odds. People making such “illogical” choices are less concerned with probabilities of death than with easing their mind however long they’re alive.

Fair enough. To these people…as with those who toss salt over their shoulders or avoid sidewalk cracks to spare their mother’s back…peace of mind, even if analytically dubious, is worth looking superstitious or silly.

The “Greater Good”

Their choices may seem irrational, but they’re not necessarily unreasonable. Our basket of preferences are a blend of desires and aversions composing the unique recipe for each individual.

This is why a “greater good” is impossible to impose. This elusive concept exists only as an evolving compilation of personal preferences. No one (nor any group of people) can decree what it is, because it can only be known after each person makes uncoerced decisions he thinks will enhance his happiness.

The “greater good” is merely an amalgamation of each individual’s unique desires, which are revealed only thru action, and are otherwise impossible for even their closest friends or nearest relatives to surmise.

Much of the time, we don’t even know them ourselves! That a few elected or appointed officials could know what’s best for millions (or billions!) of people they’ll never meet is preposterous.

Passing laws prohibiting or requiring that everyone conform to an arbitrary “common interest” will require people give up something they value more than whatever edict elected or appointed officials decree.

This doesn’t improve society. It reduces standards of living (except for that of anointed authorities enforcing their own preferences).

The only way to reveal what everyone wants is to leave them free to make choices for themselves. Popular desire is revealed only thru individual decisions reflected in voluntary actions.

No one engages in activities he thinks will make him worse off, regardless whether anyone else would make the same decision.

We only do things because we think they’ll improve our circumstances…sooner or later. Each person’s preferences are relative, unique, and fluid over time. If they weren’t, exchange would be impossible.

If everyone valued everything equally, trade could only benefit one party by harming another. But since valuation varies, markets materialize…because participants believe what they give is worth less than what they get. Otherwise, they wouldn’t swap.

An Essential Insight

This is an essential economic insight, and the key theme of a terrific little book. The Secret of Selling Anything is a compilation of a couple unpublished manuscripts investor, philosopher, and two-time presidential candidate Harry Browne wrote in the late 1960s. The lessons are timeless and his message endures.

Browne asserts successful selling isn’t about being slick, manipulative, or smooth. The best salesmen needn’t be (and usually aren’t) overly enthusiastic or naturally extroverted.

Nor must they “motivate” their prospects. They merely need to discover what already motivates them. This is done by asking some questions, and understanding a few basic laws of human nature.

Foremost among these is that all humans seek happiness. Everything they do is intended to increase what Browne calls their “mental feeling of well-being”. Individuals take no action without thinking it’ll make them better off.

People are always seeking “profit”, which Browne defines as an increase in happiness by replacing one situation with another. Yet happiness is relative, and resources scarce.

Each person has different desires he thinks will improve his condition, yet no one has infinite time, property, energy, or knowledge to bring endless demand to ultimate fruition.

For unforced exchange to occur, all parties must believe they will profit. In a free market, no one will intentionally sacrifice his happiness to satisfy someone else. He may forgo physical comfort or monetary reward, but only if ceding those pleasures increases his overall contentment.

We must serve others to sustain our lives. Very little of what we need to survive is the exclusive product of our own efforts. For most Americans, none of it is.

In a higher order civilization dependent on division of labor, exchange is essential. We serve others to receive what we want. The more efficiently we do so, the greater profit (be it financial or psychic) we realize and higher success we attain.

What matters is the value other parties place on the services we provide. How much our offerings are desired is reflected in prices people are willing to pay. And that is part of what salesmen need to sell.

As a corporate pricing professional for a couple decades, I consistently tried to make this point. Regardless how beneficial we think our offering is…or how much effort we expend providing it…if potential customers find it irrelevant or objectionable, they won’t accept it for whatever compensation we seek.

How to Sell Anything

Each person’s happiness depends on the value ultimate consumers place on his services. Whatever any particular production, distribution, sales, or marketing process is worth ultimately derives from the subjective benefit end users receive.

No one buys a product. He buys the solution the product provides. Customers don’t care about a vendor’s lawnmower; they’re concerned about their own lawn.

This is one of the essential insights of sound economics, and of Browne’s book. Another is that most people ignore this point, and install their personal preferences in place of what other people want.

Too many entrepreneurs start businesses because they crave status or want wealth. But that doesn’t matter. Nobody cares.

What matters is how well businessmen can decipher pain points of potential buyers, and how many people they can assist by supplying superior solutions with quality service at reasonable prices.

If they do so, all parties will profit by the exchange. To make a sale, we must know what’s in it for the other guy, and why he should want to pay what we want to charge.

Relationships and commerce are based on mutual advantage. In a free market, no one can get without giving.

Those who understand that can sell anything.

JD