Ears, customers and thong panties Before selling something, you should get the ‘key’ to the customer's ears. Until you get it, your offers will bounce off the customer's ‘gatekeeper’. It's similar to dealing with women. You can't get under thong panties without trust. Remember your last girlfriend. I'm 100% sure that you put in a lot of work before getting a result. So why do you always try to do things differently in sales?