7

Making It Personal

Follow-up efforts fail when the customer perceives that the approach is canned, rote, and lacking personal connection. If you want to score big and become powerfully memorable, you need to personalize your communication for each individual prospect.

MAKE YOUR CUSTOMER FEEL IMPORTANT

Mary Kay Ash, the founder of Mary Kay Cosmetics, had an approach that gets at the value of personalization, whether you’re selling makeup, new homes, computers, or your own services.

Pretend that every single person you meet has a sign around his or her neck that says, “Make me feel important.” Not only will you succeed in sales, you will succeed in life.

Notice that this advice doesn’t mention product. Great sales conversations go far beyond ...

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