One of the most prevalent forms of communication is something called selling. About 15 million American sell for a living. Trading and bargaining happen in myriad forms every day. We persuade bankers to grant us loans. We tell someone what our business does well. We persuade a potential employer that we're right for the job. We sell our kids on the importance of good values. Every time we ask someone to do something, in fact, it could be considered selling. Selling is a vital form of communication, a conduit that binds society by ensuring that our mutual needs and wants are frequently met.