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SUCCESS: The Long Term Customer
by Robert Stevenson

Successful sales people in just about all industries get 75-plus percent of their sales from repeat business and from client referrals from satisfied customers. Long-term customers are the very best kind to nurture. Sales people have to learn to walk away from a sale when it is not in the best interest of the customer. Ethical selling is the best way to go. Here are four guiding principles to professional selling.
  1. Professionals are defined not by the business they are in, but by the way they are in business. Professionals work for the customer. Professionals are forever upgrading skills.
  2. Prescription before diagnosis is malpractice in any business just as it is in medicine. Sell the customer what he/she needs, because the need is there.
  3. People do not buy because they are made to understand. They buy because they feel understood. Avoid being too technical. Avoid jargon.
  4. When two parties want to do business, details will not stand in the way. People want to do business with people they trust.
A capsule guide to effective human relations:
  • Remember people’s names.
  • Encourage others to talk.
  • Make people feel important.
  • Be sincere with compliments.
  • Stick to the best topic of conversation - them.
  • Think twice; speak once.
  • Discuss anything - but never argue.

© Robert Stevenson. All rights reserved.

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