Selling advice: Why customers may not always come back

These are the famous last words LEONARD ZELL hears all too often. It’s because salespeople are born optimists. This is a good thing, except when a customer walks out, because salespeople want to believe the customer’s empty promise to return and make the purchase at a later date.

So often, salespeople genuinely believe the line: “You gave me more information and spent more time with me than anyone else. When I buy it, rest assured I will get it from you.” I ask my students when they tell me that: “Who was selling to whom?” That brings them right back to reality and I tell them: “We salespeople are the easiest people to sell to because we appreciate a ‘good selling job’ regardless of who tries to sell to us.

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