Key Principle of a Leader #44: All sales are personal events

Customers want to feel that their purchase isn’t just a means of increasing the seller’s turnover and making a profit the service provider has to care about whether the customer actually needs the good or service. Very good sales are always personalized. It’s ideal if the seller knows even the customer’s smallest desires – they can be teased out while chatting with the customer. An honest sales person who has respect for the customer won’t shy away from referring the customer to a competitor if the sales person sees that the net benefit is greater for the customer that way.

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