What lies behind you and what lies in front of you, pales in comparison to what lies inside you.
—Ralph Waldo Emerson
THE COST OF ACQUIRING a single customer today, especially in business-to-business selling, real estate, insurance, and in high-tech products, can be enormous. The expenses of time, travel, advertising, lead generation, presentations, proposals, and preparation can be hundreds and even thousands of dollars for a single customer. Acquiring a customer at this cost can put a company out of business unless that customer buys again and again, or becomes a dependable source of recommendations and referrals.
In selling today, we live in “recommendation nation.” Your success as a salesperson ...