4Position Yourself as a Real Professional

The self image is the keyto human personality and human behavior.Change the self image and you changethe personality and the behavior.

— MAXWELL MALTZ

Top salespeople see themselves as consultants rather than as salespeople. They see themselves as advisors, helpers, counselors, and friends to their clients and customers. They see themselves as problem solvers more than anything else.

Perhaps the most important single determinant of whether or not someone buys from you is how that person thinks and feels about you. In marketing, this is called “positioning.” The position you have in the heart and mind of your customer is determined by the words that your customer uses when he or she thinks about you and ...

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