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The start of the NASCAR season is just days away with the biggest event of them all: the Daytona 500. This past week, we’ve watched several teams be penalized for trying to cheat. Then today, some of the drivers explained how you have to cheat if you expect to win. Too many times in sales, I hear the same thing about how you have to hedge the numbers or not tell the full story to win the sale. Why is it so difficult for us to realize that sales is a long-term event and we’ll never create long-term customers if we make false statements to win a short-term sale?

Far more long-term profit will be made from customers who continually buy from us and, even better, refer us to others based on our integrity.

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