You aren't selling products, ideas, access or subscriptions, despite what it says on the shingle outside your office. The only thing you are really selling is service — the way you answer the phone, how quickly you answer a question, whether you smile when someone passes by.
Selling is about the ideas and intrigue you bring to your everyday exchanges with potential customers. It's what makes you special.
Business studies clearly show that there has been a shift in the way buyers make their decisions. These days, buyers most often choose to do business with companies who are inspired to deliver superior service. When all else is equal — as often it is — buyers make their decisions based on how they "feel" about the relationship.
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