I'm new to the industry but am doing pretty well right now, and I know the things I've learned on here have helped.  With that, I need some help in refining my sales.  First, I see Morningstar ratings on Fund Fact Sheets (some), and a lot of focus on historic returns.  I don't really like the idea of selling this way/with this focus but wanted to see what you guys thought.  Also, if you don't focus on historic returns/Morningstar ratings etc., what is your focus when you're selling a mutual fund.?  How do you do it?