The Golden Rule of Sales: He Who Has the Gold, Rules

One of the most memorable lessons I ever received came from my dad. He’d say, “He who has the gold, rules.” In sales, this hits home in a big way.

While our job is to close the deal, we have to recognize the fundamental truth: the buyer holds the power. They control the gold — and it's up to us to earn the right to receive it.

So how do we influence someone who holds all the cards?

It starts by removing friction. The easier we make it for buyers to engage with us, learn about what we offer, and get the information they need, the more likely they are to move forward confidently.

Enter Omedym

Omedym is one way to shift the dynamic — not by taking the power away from the buyer, but by empowering them even more.

It’s a tool that allows your buyers to educate themselves on their terms, just like they do with Amazon or Google. Here’s how it works:

• Self-Serve Learning: Buyers can access your product information whenever it fits into their schedule.

• In-Video Search: They can search within your videos to find exactly what matters most to them — skipping the fluff and getting right to the value.

• Content That Converts: You get to put the most impactful content front and center — whether it's a proposal, a white paper, or a demo video. Whatever best supports their decision-making process can be delivered proactively and intelligently.

In today’s world, sales isn’t about pushing harder — it’s about making it easier for buyers to say yes.

Because when they’re confident, comfortable, and informed — that’s when they’re willing to hand over the gold.