Selling up

Everybody has something to sell: a new song, movie, line of clothes, design services. religion, technology, way of life, bridge in Brooklyn, cure for cancer.

In fact, if you're not selling something, you're probably not breathing.

Contrary to popular belief, selling isn't about convincing people of your value.

Millions of people pay for the privilege of testing their physical limits in the Race for the Cure when they could just send a check to the Susan G. Komen Foundation. 

Bargain hunters wait for hours in the freezing cold on Black Friday when they could get very similar savings online. 

True believers make a pilgrimage to the Apple store or website every year after MacWorld to pay a premium for the latest iThing.

Clearly getting people to part with their hard-earned cash is about more than price or features.

In a time when there are more sellers than buyers, people might buy when you have what they want. But they'll pay a premium when they want to be a part of what you're selling.