There is a fundamental rule in sales: You must sell yourself first before you can effectively sell others. If you can’t believe in the value of your products or service, no one else will either. If you are conning others into an unfair deal, you must work mightily to overcome your internal resistance to doing something wrong. A deal is a good one only when it is good for everyone involved. When each participant has an equal opportunity to profit and the risk is shared among partners who care about one another’s welfare, not only is the likelihood of success far greater, but the journey toward it will also be much more enjoyable.