In one context or another, we are all salespeople. While most people would probably characterise “selling” as a formal process of being actively engaged in persuading another to exchange something of value for a particular product or service, the reality is that all of us engage in selling behaviours to some degree on a daily basis. Whether or not we are consciously aware of it, any time we attempt to influence another person’s thoughts or behaviour through our words and actions, we are selling. Similarly, whenever someone is attempting to influence our thoughts and behaviours, the same is true. The ability to influence the behaviour of others has been a basic element of human culture since the dawn of humankind.