The Weekly Tutorial: Selling: from OK to Excellent

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Our final 'big' objection is loyalty. How do we keep them loyal? After all, all things being equal a long-term customer can become very profitable as selling costs are mimimised. The cost of finding new customers is of course very high.

The answer is simple: do a brilliant job. There are three components of difference when you are selling: your brand+your products/s+you. It is only the latter over which you have control. So raise your standards and do a brilliant job. Very few sales people do that: they do an OK job. If you do a brilliant job they WILL choose you. Again and again.

See you next Monday at 0700 for a new tutorial. Don't forget to check the archive.