I read about a high school freshman who was about to attain a milestone of $23,000 in sales of gourmet popcorn in one fundraising season. Gourmet popcorn is the Boy Scout's version of Girl Scout cookies. Last year this young man set the current sales mark at $19,450. The reporter noted that young man can describe all 11 types of popcorn without losing eye contact. "That's my secret: Keeping eye contact," replied the young man when asked why he had been so successful. "I don't just read from a sheet. I talk to them about what the popcorn is good for. If they are on a diet, I talk about low-calorie popcorn. If they don't like popcorn, I talk about making a donation. I always try to have an answer."

Nothing happens by accident. You don't accidentally get set sales goals year after year by accident. You would have to agree that some core fundamentals are clearly at work here. Let take a look.

It's about preparation. He obviously knows his product inside and out, but he's put much thought into why people would want to buy or not buy his product. He's simply giving people reasons to buy, not be sold. He has probably thought through every scenario of value or perceived value for the entire product line. Even the value they can provide if they don't want the popcorn. Is he selling popcorn? No. Then what is he selling? I haven't heard his value proposition, but I'll make a wager that he is selling the value of supporting the Boy Scout organization and the quality of boys that it molds. The article showed a photo of the Eagle Scout making a sale in full uniform adorned with badges.

It's about relationship. Imagine that...