Closing a sale with a prospect does not mean it’s time to cut your margin. As we get close to the end of the year, there are a large number of sales people scrambling to make their numbers and it’s tempting to start cutting margins. Don’t do it, no matter how desperate you are. It’s amazing how as soon as you cut your margin once, you’ll come back and do it again, and again, and again. I know I’ve said this before, but it’s an issue worth repeating. To avoid cutting your margin, first, sell to the customer’s needs and benefits and, second, sell while you have time on your side. We don’t have the space here to elaborate on this but I’ll make sure I add more to this in the weeks ahead.