Answer: Jesus told the ruler to follow Him (Jesus), (verse 22).
MORE INFORMATION AND/OR OTHER SCRIPTURE REFERENCES:
The command of Jesus to the ruler to "Go, sell everything," was given because the young man's primary problem was his wealth, and Jesus' prescription was to rid himself of it.
There is no indication that Jesus' command to him was meant for all Christians. It applies only to those who have the same spiritual problem. Another person's spiritual problem preventing him from following Jesus might be family, or job, or peer pressure, or his own feeling of self righteousness, or laziness, or the following of the teachings of men rather than the teachings of God, etc. Following Jesus means that a person has to remove all obstacles--anything that is trusted and loved more than Christ--that keep him from trusting completely in Jesus.
The believer's treasure in heaven is the gift of eternal life, or salvation. It is not earned by self-denial or giving of one's material goods, but it is to be received as a gift by following Jesus. Jesus Himself summed up the gift of eternal life--salvation--this way in Matthew 16:24-26:
"Then Jesus said to His disciples, ‘If anyone would come after Me, he must deny himself and take up his cross and follow Me. For whoever wants to save his life will lose it, but whoever loses his life for Me will find it. What good will it be for a man if he gains the whole world, yet forfeits his soul? Or what can a man give in exchange for his soul?'"
