People don't care what you know until they know that you care. This is done in three words: respect, listen and engage. You can't get respect until you give respect. Customers don't want to be talked at, they want to be talked with, and most important you have to engage with the customer. They must feel a connection with the salesperson (common denominator) and know that the salesperson's goal is to satisfy their needs and wants, not just make the sale. "In order for us to get what we want (the sale), we must the customer get what they want".
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