Learn
YOUR
Customers
The
more
you
know
YOUR
customers,
the
more
YOU
will
sell.
You
will
target
the
sales
presentation
to
them
obviously.
Having
said
that,
your
company
currently
does
that.
In a
general
way.
IF
...
you
are
going
to
become
a
true
professional,
you
have
to do
more
than
what
your
company
does.
Learn
your
customers
better
than
any
other
representative
in
your
company.
Below
is
one
checklist
to
aid
you
in
that
quest.
Remember,
the
more
in
touch
you
are
with
your
customer,
the
more
probable
your
success.
The
following
is
taken
from The
Ultimate
Sales
Letter
by
Daniel
S.
Kennedy.
Outstanding
book
should
be in
every
professional's
personal
library.
1.
What
keeps
them
awake
at
night,
indigestion
boiling
up
their
esophagus,
eyes
open,
staring
at
the
ceiling?
2.
What
are
they
afraid
of?
3.
What
are
they
angry
about?
Who
are
they
angry
at?
4.
What
are
their
top
three
daily
frustrations?
5.
What
trends
are
occurring
and
will
occur
in
their
businesses
or
lives?
What
do
they
secretly,
ardently
desire
most?
7.
Is
there
a
built-in
bias
to
the
way
they
make
decisions?
(Example:
engineers
=
exceptionally
analytical)
8.
Do
they
have
their
own
language?
9.
Who
else
is
selling
something
similar
to
them,
and
how?
10.
Who
else
has
tried
selling
them
something
similar,
and
how
has
that
effort
failed?
Connect
With
YOUR
Customer
Is
Step
One
Gain
a
feeling
for
these
people.
If
necessary,
go to
their
neighborhood
driving
slowly
or
better
still,
walk
there.
Different
times
of
the
day
on
different
days.
Attend
various
business
meetings
and
read
trade
journals
if
businesses.
Visualize
these
people
living,
breathing,
thinking,
feeling,
walking,
talking
human
beings.
The
details
of
THEIR
day
and
HOW
they
go
about
it.
Get
so
close
you
can
anticipate
their
thoughts
and
reactions.
Learn
to
address
THEIR
issues.
Their
priorities.
Not
yours.
Not
the
companies.
With
all
due
respect,
most
companies
have
no
clue
what
they
are
doing
or
really
how
their
customers
want
to be
served.
They
have
products
or
services
and
think,
we
must
sell
them
to
someone
so
let's
talk
to
whomever.
IF...
you
are
going
to be
a
professional,
that
is
not
good
enough
for
YOU.
Learn
your
customer
AND
connect
with
your
customer
like
no
one
else
does.
Then,
once
you
have
a fix
on
the
customer
and
their
desires,
then
selling
is
the
easiest
simple
job
in
the
world.
Like
giving
candy
to a
baby
or
giving
the
customer
their
desires
for a
simple
think
like
an
order
or a
sale.
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