The aggressive, sleazy sales playbook of Trump University holds no surprises for those of us who are familiar with sales training.

It's a perfect example of the hard-sell techniques that I've railed against ever since I began writing about sales and marketing.

There is a type of salesperson who thinks of selling as a process of manipulating people into buying.

What's important is the making the deal, an attitude neatly satirized in the famous "ABC-Always Be Closing" speech in award-winning film Glengarry Glen Ross.

In my experience, companies and individuals who espouse the ABC concept of selling eventually and always crash and burn. 

The reason: they "successfully" sell to people who don't need their product.

The result is predictable: unhappy customers who badmouth the company and may file lawsuits.

Trump University is now a public relations disaster as a direct result of its hard-sell tactics.

Hard sell tactics are stupid, wasteful and ultimately destructive.

For example, Tesla is poised to utterly disrupt the automobile business partly because consumers hate buying cars from hard-selling car dealers.

Hard sell tactics--of mortgages to people who couldn't afford them--were the root of the financial crisis of 2007.

And the economy is still suffering.

Many people think that all salespeople use hard sell tactics and are therefore jerks. But all salespeople aren't like that.  Not by a long run.

Many salespeople view selling as the process of helping other people. What's important to that kind of salesperson is creating mutual success.

What's important is building the relationship, an attitude wonderfully expressed by in the movie The Pursuit of Happyness.

Over my career, I've had the opportunity to work with hundreds of salespeople who truly do care about their customers.

Many of these salespeople have superlative sales skills and could easily manipulate people into buying things they don't want.

But great salespeople don't ruin their reputations (or that of their companies) by making it all about the close.

Because they know--just as you and I know--that it's the wrong thing to do.