---
title: "Sold"
url: "https://books.joshbraun.com/4/forsale/187/sold"
---
Text from my wife today:
“I might buy these…
They look darker in the last pic because of the lighting.
They’re on floor model sale, half off!”
If you’re married, you already know.
This isn’t a question.
It’s not a debate.
It’s a gentle heads up that a delivery truck is now part of our weekend plans.
Salespeople, take notes.
This is how people buy.
They justify.
They rationalize.
They explain the lighting.
Then they tell you about the discount.
By the time they’re texting you, the decision’s already made.
You didn’t close them.
They closed themselves.
Your job?
Spark the idea.
Illuminate the cost of inaction.
Make space for it to grow.
Then step aside.
Because when people talk themselves into something?
They don’t return it.
