Well, if everybody’s in sales, including parents, perhaps we’d better talk about what that means. Lots of people think selling is no more than a hustle to separate people from their money. And some salespeople sure do seem to think that’s the case. But not the smart ones.

Smart sellers explain how the information, service or product they offer can enhance their customer’s life. They tell the prospect the benefits of the offer, helping them understand how it fills their needs. They create, to used a tired expression, a win-win situation.

So how does this apply to parenting?

When my kids were squirts, my neighbor Erna asked, with a certain amount of exasperation it must be said, why I always explained everything to them.

“Can’t you just tell them ‘Because I said so’?”

Well, no. Understanding what I wanted made it easier for my kids to get with the program. And hearing my reasoning let them know there actually was a program–giving them predictive insight, as time went on, into whether or not something they thought about doing would fly or get them into trouble. Also, since I spoke from the kids’ viewpoint, they knew I wanted good for them. Finally, my explanations gave them a pattern for reasoning they would need throughout life.

I was selling the benefits of getting with the program. It took time, but the payoff is huge. It’s the gift that, happily, never stops giving.