I first learned about the importance of this from the father of a woman I was dating. This woman was special, and I knew I wanted to marry her. First, I had to make it through the difficult conversation with her father. Fortunately, he gave his permission, along with some advice. He told me, "You need to learn to read her mind." When I replied I wasn't a mind reader, he repeated his advice but didn't elaborate.

By the time we hit the age of 18, we have years of buying decisions behind us and generally feel like we’re too smart to be “sold” anything. Instead, we’re looking to be inspired to buy. Inspiring is the new selling. If you’re in sales or business development, one of the easiest ways to inspire customers is to show enthusiasm for your product. Arguably, there is nothing more contagious than enthusiasm, at least nothing that is still good for you.