Take your CEO with you on sales calls. Your customers are looking for confidence and, at the same time, your CEO needs to see and hear what’s happening.

I’ve used this line a lot lately: “Companies don’t buy anything, they only invest.” This is more true than ever today and it applies not just to businesses but also to individuals. Nobody wants to spend money unless they have to and due to all of the changes occurring in the economy today many people aren’t quite sure what to expect years from now so the focus is on today. The more we can demonstrate to customers how their investment in what we’re offering will provide them with an immediate ROI the greater our opportunity for success. To understand what a customer’s ROI is requires us to take the time to ask questions to determine what their expectations are. A simple rule I don’t want you to forget is to make sure you always follow-up with another question on what the customer has told you because many times what the customer initially tells you is not the real issue and to find out the real issue you have to dig deep with the customer.

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