GO AHEAD WITH ITs 3PEND WHAT TIME IS LEFT TALKING ABOUT DELIVERY ANDIMPLEMENTATION )S THAT /+v4HIS MEANS THAT THE AUDIENCE IS AWARE OF YOUR OBJECTIVEAND THEIR RESPONSE TO YOUR QUESTION WILL GIVE YOU GOODCLUES AS TO HOW TO PITCH THE PRESENTATION
4)0 -AKE SURE YOU CAN DISPLAY YOUR VISUAL AIDSUSING TECHNOLOGY AVAILABLE IN THE MEETING ROOM
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!LLOW 3PACE FOR $ISCUSSION0UT YOURSELF IN THE AUDIENCES SHOES AT A lNAL PRESENTATION4HEY WILL lND IT DIFlCULT TO MAKE A COMMITTEE DECISIONWHILE YOU ARE THERE )T IS EASIER FOR THE CHAIRPERSON TO THANKYOU FOR YOUR TIME AND SAY THAT THE COMMITTEE WILL DISCUSS ITAFTER THE MEETING 4HE CHAIRPERSON WILL WANT TO HEAR OTHERPEOPLES VIEWSBUT THIS DELAY MEANS THAT THEY MAY NOTMAKE A DECISION THAT DAY 'ET AROUND THIS BY SUGGESTING ATTHE END OF YOUR PRESENTATION THAT YOU LEAVE THEM ALONE FORA FEW MINUTES BEFORE RETURNING TO lND OUT THEIR DECISION4HIS MAKES THEM FEELRELAXED KNOWING THAT THEY-AKE AN IMPACT 6ISUAL AIDS CANHELP TO ILLUSTRATE DIFlCULT CONCEPTS ANDCAN DISCUSS YOUR PROPOSALMAKE KEY POINTS MORE MEMORABLEAMONG THEMSELVES BUT+EEP VISUAL INFORMATION SIMPLE ANDKEEPS THE PRESSURE ON THEM UNCLUTTERED AND USE BOLD COLORS THATTO MAKE A DECISION THAT DAY ARE EASY TO DISTINGUISH FROM A DISTANCE
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.EGOTIATE THE "EST 4ERMS4OWARD THE END OF THE SELLING PROCESS YOU AND YOURPROSPECT WILL DISCUSS THE TERMS AND CONDITIONS OF THESALE AND NEGOTIATE A MUTUALLY ACCEPTABLE DEAL -AKESURE YOU NEGOTIATE HARD FOR THE BEST POSSIBLE TERMS
)DENTIFY THE )SSUES7HEN YOU SELL A GAZEBO THE PROSPECT WILL BE INTERESTED INSEVERAL ISSUES SUCH AS QUALITY AND PRICE (E OR SHE MAY ALSOTRY TO NEGOTIATE FREE DELIVERY AND A TIME SCALE FOR ERECTINGIT 9OU CAN PREPARE FOR THE NEGOTIATION BY DElNING ASPECIlC OBJECTIVE WITH TANGIBLE MEASURES FOR ALL THE TERMSAND CONDITIONS OF SALE 4HE PRICE OF THE GAZEBO IS ATANGIBLE MEASURE BUT YOU AND THE PROSPECT ALSO NEED TODECIDE HOW TO MEASURE QUALITYPERHAPS THE LUMBER CANBE FURTHER PROTECTED AGAINST THE WEATHER FOR EXAMPLE-AKE A LIST OF ALL THE ISSUES INVOLVED IN THE NEGOTIATION ANDWORK OUT YOUR SPECIlC OBJECTIVES AND MEASURES FOR EACH ONE
3ET 9OUR /BJECTIVES4HE AIM OF A NEGOTIATION IS TO ACHIEVE AGREEMENT BETWEENBOTH PARTIES ABOUT HOW TO PROCEED AND TO RESOLVECONmICTING INTERESTS 0ERHAPS THE PROSPECT WANTS YOUAKITCHEN SUPPLIERTO INSTALL THE UNITS USING THE SAME PEOPLEWHO BUILT THEM 9OU WANT THEM TO USE NON SPECIALISTINSTALLERS TO REDUCE COSTS AND LET THE MANUFACTURING SIDE
4HE )MPACT OF $ISCOUNTS7HEN NEGOTIATING ON PRICE REMEMBER THAT EVEN A SMALL DISCOUNT CAN HAVE AMASSIVE IMPACT ON PROlTABILITY 4AKE THIS EXAMPLE OF AN INSURANCE SALESPERSONWHO HAS BEEN ASKED FOR A  PERCENT DISCOUNT$%!, 7)4( ./ $)3#/5.4
$%!, $)3#/5.4%$ "9 
)NSURANCE PREMIUM#OST OF INSURANCE'ROSS PROlT%XPENSES.ET PROlT
$ISCOUNTED INSURANCE PREMIUM#OST OF INSURANCE'ROSS PROlT%XPENSES.ET PROlT
 

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"UILD .EGOTIATING #ONlDENCE0REPARE THOROUGHLY FOR NEGOTIATIONS BY THINKING THROUGH ALL THEISSUES THAT THE PROSPECT MIGHT RAISE AND PREPARING YOUR RESPONSES4HIS WILL HELP YOU TO GIVE A POSITIVE RESPONSE TO THE CONCESSIONSYOU ANTICIPATE THEY WILL DEMAND )F YOU CAN DISCUSS DIFlCULT ISSUESCONlDENTLY YOU WILL PLACE YOURSELF IN A STRONGER POSITION
 &OCUS LOGICALLY ON AN ISSUE WHERE THERE IS DISAGREEMENTFOREXAMPLE THE CUSTOMER MIGHT WANT AN EXTENDED WARRANTY TOBE FREE WHILE YOU WANT TO CHARGE FOR IT .OW GIVE THE CUSTOMER REASONS FOR ACCEPTING YOUR TERMSEXPLAIN THAT IT WOULD BE UNFAIR TO OTHER CUSTOMERS IF YOU VARIEDYOUR POLICY IN ONE PARTICULAR CASE2EHEARSE YOUR RESPONSE TO POSSIBLE OBJECTIONS IN FRONT OF A MIRRORTAKING CAREFUL NOTE OF YOUR BODY LANGUAGE )S IT POSITIVE !RE YOUSMILING WHERE APPROPRIATE
KEEP OPERATING /NLY MAKE CONCESSIONS THAT SUIT YOU BESTBY ASSIGNING ONE OF THESE THREE MEASURES TO EACHOBJECTIVEs 4HE IDEAL OUTCOMETHE BUYER CONTRACTS WITH ANOTHERCOMPANY TO INSTALL THE KITCHENs !N OUTCOME THAT YOU WILL lND ACCEPTABLETHELOWER SKILLED UNIT BUILDERS WILL DO THE INSTALLATIONs !N OUTCOME THAT IS THE LOWEST YOU WILL ACCEPTAPRODUCTION CARPENTER SUPERVISES LOWER SKILLED INSTALLERS4HE BUYER CAN THEN BE MADE AWARE THAT YOU WILL CONSIDERTHE NEGOTIATION A FAILURE AND WALK AWAY IF THEY INSIST ONGETTING YOUR PRODUCTION CARPENTERS TO INSTALL THE KITCHEN
4)0 0RACTICE SAYING hNOv WITH A SMILE ON YOUR FACEIT WILL NEGATE FEELINGS OF CONmICT DURING NEGOTIATIONS
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t
4%#(.)15%3TO PRACTICE
4HE ABILITY TO KEEP CALMDURING NEGOTIATIONS IS ANINVALUABLE SKILL IN BOTHBUSINESS AND PERSONAL LIFE0EOPLE WILL OFTEN BETRAY THEIRFEELINGS DURING DISCUSSIONS ORNEGOTIATIONS WITH FRIENDS ANDFAMILY &OR EXAMPLE THEY MAYSHOW FRUSTRATION IF THEY ARE NOTGETTING THEIR OWN WAY ON WHICHMOVIE TO WATCH OR WHEN TOLEAVE A DINNER PARTY )F YOU CANKEEP CALM YOU WILL NOT ONLYSTRENGTHEN YOUR OWN POSITIONBUT YOU WILL ALSO BE BETTER
PLACED TO GUIDE PROCEEDINGS TO AMORE POSITIVE OUTCOME )F YOU ARE FEELING TENSE TAKE ASLOW DEEP BREATH -AKE SURE YOUR BODYLANGUAGE IS RELAXED ANDPOSITIVE -AINTAIN EYE CONTACTAND KEEP YOUR VOICE CALM ANDYOUR EXPRESSION OPEN ANDFRIENDLY 4RY PRACTICING THIS INFRONT OF A MIRROR "E ASSERTIVE AND STATE YOURCASE CLEARLY BUT DO NOT RESORTTO AGGRESSION INTIMIDATION OREMOTIONAL BLACKMAIL
)DENTIFY .EEDS AND 7ANTS"E AWARE OF THE DISTINCTION BETWEEN WHAT YOUR PROSPECTSWANT AND WHAT THEY NEED )MAGINE YOU ARE SELLINGCOMPUTER PRINTERS FOR EXAMPLE AND YOUR PROSPECT NEEDS ABLACK AND WHITE PRINTER FOR A BUSINESS THAT HAS TO SEND OUTPRINTED DOCUMENTS 4HE PROSPECT MAY ALSO WANT THEMACHINE TO OPERATE AS A COLOR SCANNER FOR SCANNING INVACATION PHOTOGRAPHS AND SENDING THEM TO FRIENDS3EPARATING NEEDS FROM WANTS WILL STRENGTHEN YOUR POSITIONIN THE NEGOTIATION )F FOR EXAMPLE THE ORGANIZATION ISPAYING THE PROSPECT IS MORE LIKELY TO SATISFY THE WANT IFTHE PROSPECTS OWN MONEY IS ON THE LINE YOU MAY HAVE TOSELL THE CHEAPER BLACK AND WHITE RANGE OF PRINTERS
4)0 3TAY FRIENDLY BUT PROFESSIONALBEING
OVERLY GENEROUS WITH CONCESSIONS WILL NOT NECESSARILYPROMPT THE PROSPECT TO BE EQUALLY GENEROUS IN RETURN
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-AKE AND 2ECEIVE #ONCESSIONS-AKE ALL PROPOSITIONS AND CONCESSIONS CONDITIONALDO NOTGIVE ANYTHING AWAY FREE 'IVING ANY CONCESSION WITHOUTGETTING ONE IN RETURN SETS A DANGEROUS PRECEDENT THAT ACUSTOMER WILL EXPLOIT NEXT TIME YOU ARE IN A NEGOTIATION )TALSO MEANS THAT THE CUSTOMER WILL FEEL CERTAIN THAT YOU CANGIVE MORE AWAY AFTER ALL IF YOU CAN CHANGE THE PACKAGE INTHEIR FAVOR AND STILL HAVE A DEAL THAT THEY lND ACCEPTABLEHOW MUCH MORE CAN THEY SQUEEZE OUT OF YOU )F ASALESPERSON DOES THIS TWO OR THREE TIMES IN A NEGOTIATIONTHE CUSTOMER WILL START TO SUSPECT THAT THE ORIGINAL DEAL WASUNFAIR AND THAT THE SALESPERSON KNOWS IT 4HIS CREATESRESENTMENT AND PUTS FUTURE SALES AT RISK
3ET A #ONDITION#ONSIDER THE FOLLOWINGTWO APPROACHES TO MAKINGCONCESSIONS AND NOTE THEDIFFERENT RESPONSE EACHONE APPEARS TO GENERATEs h)F YOU AGREE TO PICK UPTHE PRODUCT FROM OURWAREHOUSE WELL ADDTHE AUTOMATIC TIMER FORYOU FREE OF CHARGEvs h7E COULD ) SUPPOSEADD THE TIMER INv)N THE lRST CASE THEPROSPECT WILL CONSIDER HOWTO GET THE PRODUCT FROM THEWAREHOUSE AND MAY THENCONCEDE )N THE SECOND ALLTHE PROSPECT NEEDS TO DO ISACCEPT YOUR CONCESSION ANDMOVE ON )F YOU THEN ASKTHE PROSPECT TO PICK UP THEGOODS HE OR SHE MAY LOOKFOR MORE CONCESSIONS
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&IND A #OMPROMISE4AKE NOTES WHILE THE PROSPECT SETSOUT THEIR REQUIREMENTSDO NOTINTERRUPT AND MAKE SURE THATEVERYTHING HAS BEEN COVERED
3ET OUT YOUR OBJECTIVES IN THE FORMOF YOUR IDEAL OUTCOMESTART HIGHBUT NOT UNREALISTICALLY HIGH
,OOK FOR WAYS TO COMBINE THEPROSPECTS REQUIREMENTS WITH YOUROWN OBJECTIVES SO THAT YOU DONTNEED TO MAKE CONCESSIONS
-AKE CONCESSIONS RELUCTANTLY ANDALWAYS USE A CONDITIONAL STATEMENTTHAT SEEKS SOMETHING IN EXCHANGE
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#LINCH THE $EAL4HE CLIMAX TO ANY SALES EFFORT COMES WHEN YOU TAKE THEORDER 9OU CAN lNISH THE SELLING JOB PROFESSIONALLY BYDEVELOPING A GOOD CLOSING TECHNIQUE
#LOSE %FFECTIVELY)F YOU THINK THE TIME HAS COME FOR THE PROSPECT TO MAKE ADECISION USE THE SUMMARY CLOSE TO GUIDE HIM OR HER TO ADECISION SIMPLY SUMMARIZE THE SITUATION AND LEAD THEPROSPECT LOGICALLY TO THE CONCLUSION (AVE THE CONTRACT ORORDER FORM IN FRONT OF YOU SO THAT ITS READY FOR A SIGNATURE)F THE PROSPECT STILL SEEMS RELUCTANT TO CLOSE THE DEALs !SK THE PROSPECT TO LIST ANY OBJECTIONS THEN MAKE SURETHAT THE LIST IS COMPLETE BY USING A TRIAL CLOSE SUCH AS h)F) CAN ANSWER ALL THESE POINTS SATISFACTORILY WILL YOU THENBE ABLE TO PLACE AN ORDER WITH USvs !NSWER THE POINTS ONE BY ONE !T THE END OF EACHPOINT ASK WHETHER YOUR ANSWER HAS BEEN SATISFACTORY7HEN YOU GET TO THE END OF THE LIST IF THE PROSPECT HAS NOMORE OBJECTIONS ASK FOR THE ORDER AGAIN 3TAY CONlDENTAND FRIENDLY THROUGHOUT3TAY POSITIVE 4HANK PROSPECTSBUT BE PERSISTENTAFTER ALLWARMLY WHATEVER THE OUTCOMEIF YOUCLOSING BUSINESS IS WHYLEAVE ON GOOD TERMS THEYLL BE MUCHMORE LIKELY BUY FROM YOU IN THE FUTUREYOU ARE BOTH THERE
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(ANDLING 0RICE /BJECTIONS$ONT BE DISCOURAGED IF YOUR PROSPECT REJECTS YOUR PRICE OUTRIGHT4HE PROSPECT COULD SIMPLY BE NEGOTIATING SO STAND lRM REMAINPROFESSIONAL AND TAKE STEPS TO EXPLORE THE OBJECTIONS #ONSIDERTHE FOLLOWING EXCHANGE
 0ROSPECT h)M SORRY BUT YOUR PRICE IS TOO HIGH ) CAN GET THESAME PRODUCT  PERCENT CHEAPER FROM A COMPETITORv
 3ALESPERSON h)F WE WERE OFFERING OUR PRODUCT AT THE SAME PRICEWOULD YOU PREFER TO BUY FROM US
 0ROSPECT h9ES ) THINK ) WOULDv 3ALESPERSON h7HYv!T THIS POINT THE PROSPECT MAY WELL LIST THE ADVANTAGES YOU HAVEOVER THE COMPETITORIN EFFECT SELLING YOUR PROPOSAL FOR YOU )FYOU HEAR THAT THE PROSPECT WOULD FAVOR A COMPETITOR EVEN IF THEPRICE WAS THE SAME ASK h7HYv TO UNCOVER ANY OTHER OBJECTIONS
(ANDLE THE /BJECTIONS7HEN YOU HAVE AN UNCOMMITTED PROSPECT ASK A CLOSINGQUESTION TO DISCOVER WHY 5SE THE INFORMATION TO ALLAY THEPROSPECTS CONCERNS AND GET THE SALE 0RACTICE BY ASKING ACLOSING QUESTION AFTER EACH KEY STEP IN THE SELLING PROCESSs h3O YOURE LOOKING FOR A TOOL TO DIG A FOUR FOOT TRENCHBUT IT NEEDS TO lT ON YOUR mATBED TRUCKvs 4HEN REPEAT THESE AGREEMENTS TO THE PROSPECT AT ASUMMARY CLOSE TO HELP GUIDE HIM OR HER TO A DECISION
i
0EOPLE GET CAUGHT UP IN WONDERFUL EYE CATCHINGPITCHES BUT THEY DONT DO ENOUGH TO CLOSE THE DEAL)TS NOT GOOD IF YOU DONT MAKE THE SALE
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$ONALD 4RUMP
#, ) . #( 4 ( % $ % ! , 
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0ROTECT 9OUR 4IME4IME IS THE SALESPERSONS MOST VALUABLE COMMODITY )T ISEASILY WASTED ON PROSPECTS WHO DO NOT ULTIMATELY BUYFROM YOU !LWAYS REACT TO WARNING SIGNS USE CLOSEDQUESTIONS AND DECIDE WHETHER OR NOT TO WITHDRAW
!SK #LOSED 1UESTIONS7HEN A SENIOR SALESPERSON WAS ASKED WHY SHE WAS SOSUCCESSFUL SHE REPLIED h"ECAUSE IF ) GET A FEELING THATSOMETHING IS GOING WRONG ) ASSUME THAT ITS TRUE AND ACTACCORDINGLYv !CT ON THIS )F YOU THINK THAT A PROSPECT IS NOTREADY TO BUY ASK A CLOSED QUESTION h!RE YOU IMPLYING THATYOU ARE GOING TO PUT OFF THIS DECISION UNTIL LATERv /R GETYOUR MANAGER TO ASK IF THAT IS APPROPRIATE 3UPPOSE YOUARE SELLING TRAINING COURSES AND SUSPECT THAT THE PROSPECTFAVORS THE COMPETITION GIVE YOUR MANAGER A PRETEXT TO ASKA CLOSED QUESTION SUCH AS h) KNOW THAT YOU ARE STILLDECIDING BUT ) AM JUST PHONING TO SEE WHETHER ) SHOULDPROVISIONALLY ALLOCATE OUR TRAINERS TO YOUR COMPANY FOR NEXTMONTHv #LOSED QUESTIONS CLARIFY THE SITUATION AND ASSESSYOUR CHANCES OF WINNING THE BUSINESS

THINK
3-!24)F YOU THINK A PROSPECT IS NOT GOING TO BE IN A POSITIONTO BUY FROM YOU IN THE FORESEEABLE FUTURE YOU NEEDTO lND OUT QUICKLY TO AVOID WASTING VALUABLE TIME2EMEMBER THAT PROSPECTS ALSO GUARD THEIR TIME JEALOUSLY ANDWILL NOT WANT TO WASTE IT IF THEY DO NOT INTEND TO PURCHASEFROM YOU 4O lND OUT IF THIS IS THE CASE ASK A PROSPECT TO DOSOMETHING THATWHILE REASONABLEWILL TAKE TIME OR EFFORTTO CARRY OUT !SK FOR INFORMATION THAT REQUIRES RESEARCH OR ASKTO MEET SOMEWHERE THAT WILL INCUR TRAVELING EXPENSES FOR THEPROSPECT ! REFUSAL TO ACT ON SUCH A REQUEST IS A WARNING SIGNAND MAY BE ENOUGH FOR YOU TO DECIDE TO QUALIFY THEM OUT
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!VOIDING 4IME 7ASTERS()'( )-0!#4
.%'!4)6% )-0!#4
s 2EGULARLY ANALYZING YOUR POSITION
s )GNORING LOGICAL OR EMOTIONAL
AND CHECKING THAT ALL YOURPROSPECTS ARE QUALIlEDs "EING DISCIPLINED IN SEEKING ANDRECOGNIZING WARNING SIGNALSs -AKING REGULAR CONTACT TO CHECKYOUR PROSPECT IS STILL INTERESTED
FEELINGS THAT THE CAMPAIGN IS NOTGOING TO BE SUCCESSFULs ,EAVING CLOSED QUESTIONS UNTILTHE END OF THE SALES CAMPAIGNs ,ETTING TIME PASS AND THEPROSPECT SLIP AWAY
3OMETIMES A CLOSED QUESTION CAN HELP YOU TO IDENTIFYWHETHER A PROSPECTIVE CUSTOMER LACKS THE AUTHORITY TOCLOSE A DEAL )F YOUR PROSPECT CONTINUALLY PREVARICATES ANDYOU ARE CONCERNED THAT THE DEAL IS SLIPPING TRY A VERY HARDQUESTION TO PROBE HIS OR HER REAL INTENTIONS h-Y MANAGERHAS INSTRUCTED ME TO PULL OUT OF THIS DEAL UNLESS SHE HEARSFROM YOUR MANAGER THAT YOU ARE EXAMINING OUR PROPOSALSERIOUSLYv 4HE PROSPECTS REACTION TO SUCH A DIRECTAPPROACH SHOULD PROVIDE A GOOD INDICATION HOW LIKELYYOU ARE TO GET THE ORDER
1UALIFYING /UT!VOID ALLOWING A SALES CAMPAIGN TO END BY JUST GIVING UPON IT )F YOU HAVE ASSESSED THE SITUATION AND DECIDED THATAN ACTIVE PROSPECT IS NOT GOING TO GO AHEAD AT THIS TIMEQUALIFY THAT PROSPECT OUT PROACTIVELY 4ELEPHONE AND EXPLAINTHAT YOU HAVE DECIDED NOT TO TAKE THE MATTER FURTHERs )F YOUR ANALYSIS WAS CORRECT THE PROSPECT WILL APPRECIATEYOUR PROFESSIONALISM AND BE WILLING TO WORK WITH YOUAGAIN IF THE SITUATION CHANGESs )F YOU ARE MISTAKEN THE PROSPECT WILL EXPLAIN WHY IT ISWORTH YOUR TIME AND EFFORT TO KEEP TRYING
4)0 #ONSIDER MAKING PRICE CONCESSIONS CONDITIONALON THE PROMPT COMPLETION OF THE DEAL
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$ELIVER#USTOMER3ATISFACTION
4HE SELLING PROCESS DOES NOT END ONCE YOURECEIVE AN ORDER 4HE NEXT GOAL IS TO DELIVERCUSTOMER SATISFACTION )F YOUR CUSTOMERS AREDELIGHTED WITH THE PRODUCTS THEY HAVEBOUGHT YOUR OPPORTUNITY FOR FURTHER SALES ISINCREASED AND THEY MAY INTRODUCE YOU TOOTHER PROSPECTS 4HIS CHAPTER WILL HELP YOU TOs $EVELOP A CUSTOMER FOCUSED CULTURE WITHINYOUR BUSINESS OR ORGANIZATIONs 5NDERSTAND CONSUMER DEMANDS IN RETAILs 3ET CUSTOMER SERVICE TARGETS AND MEASURECUSTOMER SATISFACTIONs (ANDLE CUSTOMER COMPLAINTS AND PUT INPLACE A lRST CLASS AFTER SALES SERVICE
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0UT THE #USTOMER &IRST!LTHOUGH SALESPEOPLE WILL BE THE INITIAL POINT OF CONTACTWITH PROSPECTS AND CUSTOMERS THE SUCCESS OF THE ENTIREORGANIZATION DEPENDS ON KEEPING ITS CUSTOMERS HAPPYAND EVERY STAFF MEMBER SHOULD PLAY HIS OR HER ROLE
-AKE 9OUR #USTOMERS 6ISIBLE%VERYONE IN AN ORGANIZATION IS ENGAGED IN SOME WAY WITHSERVING CUSTOMERS +EEP THEM AWARE THAT THE REAL DRIVER OFTHEIR PLANS IS THE CUSTOMER )F FOR EXAMPLE THE SUPPORT ANDADMINISTRATION PEOPLE FOR YOUR PRODUCTS AND SERVICES ARELOCATED ON DIFFERENT mOORS USE A SPECIAL NOTICE BOARD ONTHESE mOORS TO DISPLAY INFORMATION ABOUT RECENT SALESSUCCESSES AND TO KEEP THEM IN TOUCH WITH OTHER CUSTOMERRELATED POINTS OF INTERESTs !SK YOUR CUSTOMERS FOR FEEDBACK AND FEATURE THISFEEDBACK PROMINENTLY ON THE NOTICEBOARDs 0UBLICIZE ANY CUSTOMERS WHO HAVE ACHIEVED SOMETHINGNOTEWORTHY USING YOUR PRODUCTS
t
4%#(.)15%3TO PRACTICE
,EARNING TO LOOK AT THINGSFROM THE CUSTOMERS POINT OFVIEW WILL TURN EMPLOYEESINTO MORE EMPATHETICANDTHEREFORE MORE EFFECTIVESALESPEOPLE,EARN HOW TO PROMOTE THECUSTOMERS VIEWPOINT BY USINGYOUR EMPLOYEES OWN EXPERIENCESTO MAKE THEM THINK ABOUTCUSTOMER FOCUS )N ANY TRAININGCOURSE ASK THEM TO THINK BACK TOALL THE INSTANCES WHEN THEY WERETHE CUSTOMERS
 !SK THEM TO THINK OF A TIMEWHEN THEY HAVE BEEN VERYSATISlED AS A CUSTOMER AND TOWRITE DOWN THREE ELEMENTS OFTHE SUPPLIERS PERFORMANCETHAT CREATED SATISFACTION !SK THEM TO THINK OF A TIMEWHEN THEY HAVE NOT BEENSATISlED AND TO WRITE DOWNTHREE CONTRIBUTORY ELEMENTS ,IST ALL THEIR