July Newsletter

Develop a good elevator speech.

An elevator speech is a short and sweet summary that describes a product or service and its primary benefit. It’s called an elevator speech because it delivers the summary in the time it takes for a short elevator ride, usually somewhere between 30 and 90 seconds.

A good elevator speech is a useful business tool.

Jill Konrath, founder of STBB, explains why, "In today’s fast-paced world, the average person is bombarded with thousands of marketing messages from multiple mediums every single day. Advertising is everywhere— television, radio, road signs, e-mail, banner ads, direct mail, clothing, pens, newspapers, and magazines. These pervasive and often intrusive methods of capturing attention have created a backlash; most people don’t even notice them anymore."

The process of creating your elevator speech is a great way to get focused on what your company’s central message should be. Having a concise, powerful statement that describes what you do and that reveals a benefit that is appealing to the self-interest of your listener will serve you well with prospective investors, employees, and vendors.

Things to remember:

• Shorter is better. I limit my elevator speech to 30 seconds.

• Do not use jargon or technical terms.

• Do not use business clichés such as, "We offer a ‘best of breed’ solution for . . ."

• The fewer the syllables and the shorter the words and sentences the better.

Your elevator speech should be delivered with enthusiasm. If you’re not excited about what you’re offering, why should the listener be?

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Guest Article By Leslie Wells

Are you motivated by your feelings or habits?
By Leslie Wells

Every sales professional experiences good and bad days. We are only human and if you expect yourself to be enthusiastic and pumped every day, you are in for a rude awakening. There will be days when you simply do not feel like prospecting or selling. However, when you are presented with those days, do you give in to your feelings or do you rely on your discipline and habits?

Habits are those actions that we simply do on an ongoing basis without thinking about it. Laziness is a habit, gossiping is a habit, procrastination is a habit, being late is a habit, cursing is a habit and being disciplined is also a habit. When we want to change something within our lives, whether it be personal or professional, we are simply swapping one set of habits for another. Any habit starts with our awareness, self-talk and our willingness to carry out what we ask of ourselves to do. When you give in to any type of habit, you give yourself permission and accountability to act accordingly.

One of the most important habits that we can develop is self-discipline. Self-discipline is a powerful tool that can work wonders in both our personal and professional lives. However, many of us never develop this tool or have a very weak development of it and can certainly use some strengthening when it comes to carrying out what we request or need ourselves to do. One way to develop this all important habit is to take small steps and small bites of the elephant. For example, If you dread prospecting via the phone but know that you need to plant more seeds for sales, set a goal and hold yourself accountable to start with just 5 calls on Mondays, Wednesdays and Fridays. Once you have accomplished this goal, then gradually increase the number of calls or days. Or you can set a timer for a certain amount of time such as 10 minutes each day, eliminate all other distractions during that time frame and focus on the task of prospecting. Tell yourself if you don’t prospect during the time that you have set aside, your only other option is to sit there and do nothing. Give yourself a hard choice between the two. Eventually the task of phone prospecting will become a part of your routine, a habit, a task that you simply do because it is ingrained in you to do.

If you feel that you will do better by participating in a group as opposed to developing self discipline by yourself, find a support group. A support group will provide you accountability and motivation to carry out what you desire to accomplish and the simple act of repeating your efforts will help you develop the habit of self discipline as well.

Another challenge that often stands in the way of developing the almighty habit of self-discipline is fear or discomfort. Using the example of prospecting via the phone once again, we all know that this act can be uncomfortable. Anyone that has participated in cold calling a prospect has experienced rejection and rejection can certainly move you out of your comfort zone but your reality is truly shaped by your perception. If you adapt the perception that any rejection that you receive is not personal, since your prospect does not know you on a personal basis, this should lessen the fear and discomfort. Viewing your discomfort in a positive light or a more beneficial light will enable you to move toward and conquer your challenge as opposed to avoiding it.

When you become enlightened and aware of something that you would like to change, you open the door to make that change because you focus your attention on what needs to transition. You can change anything that you acknowledge; however, if you ignore it, avoid it, or refuse to accept it, you will not change it.

Being moved by your feelings also stands in the way of implementing the habit of self-discipline. How often have you thought about not prospecting because you simply did not feel like it? Feelings are driven by emotions and we can experience a number of feelings from day to day. In the word emotions, the key word is motion and emotions do just that, they move and change from one day to another. Just because you feel a certain way today, does not mean that you will feel the same way tomorrow or one hour from now. Feelings come and go.

As a sales professional, you want to rely on your discipline and habits, not your feelings. When one of those days come around when you simply do not feel like prospecting or selling, learn to be your own accountability partner and demand of yourself to follow through regardless. Or find a support group that will help you step outside of your feelings. If you need to create better habits for yourself or if you need to be more disciplined, acknowledge this and start working on the change. Jim Rohn, an excellent entrepreneur and motivational speaker, stated that discipline is the bridge between goals and accomplishment. Habits will carry you to the finishing line of success every time, giving in to your feelings will not.

Leslie Wells is the owner of L. Wells and Associates, Inc. , a new business development firm that specializes in helping small to medium size organizations, schools and childcare centers with expanding their customer base through sales coaching and training, marketing strategy and various calling campaigns. L. Wells and Associate's many sales strategies have made a difference with several entrepreneurs, companies and sales professionals. In her spare time she enjoys a really good book, a movie with an unpredictable plot and traveling. To find out more about L. Wells and Associates, please visit www.lwellsassociates.com

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June Newsletter

Have an interesting story.

Why was Solomon recognized as the wisest man in the world? Because he knew more stories (proverbs) than anyone else. Scratch the surface in a typical boardroom and we’re all just cavemen with briefcases, hungry for a wise person to tell us stories. — Alan Kay, Disney Fellow at Walt Disney Imagineering

You’ll make your business more memorable if you have a story with an interesting, entertaining, or surprising element. Publicists call this a "hook." People like a good story, and if you have one, the likelihood of getting publicity increases.

I have an acquaintance who started an auto alarm company. How he developed his theft prevention product makes for an interesting story.

Who would know more about car theft, he reasoned, than car thieves themselves. He located (don’t ask me how) several convicted car thieves and learned their tricks and methods for heisting cars. Based on this knowledge, he developed a state-of-the-art product.

Although he never referred to his thief advisors in his advertising, he did use it in his news releases which were widely published in the business press.

Also, consider the story of the second grade teacher who invented an anti-cold supplement, which enhanced the immune system. She invented it, as the story goes, out of self-defense. Her story fires the imagination and conjures up images of second graders sneezing and coughing, filling the air with germs. Her story is one to which buyers can relate.

Remember your excitement and interest as a child when you heard the words, "Once upon a time . . ."? Good stories appeal to the same emotions. A story well told makes your readers feel that they are experiencing it with you.

For it to work they must identify with the characters. They always want a happy ending.

People rarely remember exactly what you say or do. Their strongest memory of you is how you make them feel. Stories make them feel good.

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May Newsletter

Starting a business? Should you buy or build?

Making good decisions is a crucial skill at every level. —Peter Drucker

A neighbor of mine, who is a classic car aficionado, went to a large classic car show in Los Angeles. One of the vehicles was a beautiful, fully restored 1955 Ford pickup truck. He struck up a conversation with the owner who asked him if he would like to buy it. My friend told him he couldn’t afford it. The owner said, "Make me an offer." My buddy told him that anything he could offer would be far below the value of the vehicle.

"Try me," the owner said.

"Okay," my friend said, "I’ll give you five grand."

Without hesitation the owner said, "Sold!"

It turns out that the owner was an attorney who owned a collection of a dozen more classic vehicles. He jokingly told my neighbor that his wife had instructed him not to come home with the truck. To bring a vehicle up to the pristine condition of the truck would have taken months and cost tens of thousands of dollars.

Business sellers often have a far more compelling reason to sell than the truck owner had. Retirement, divorce, a pressing need for cash, and a host of other personal reasons may motivate them.

Depending on the type of business you want, it may be far cheaper to buy it than to start one from scratch. This is especially true if costly equipment is required. When you consider the time and money saved by avoiding recruiting and training a staff, start-up advertising and marketing, acquiring equipment, negotiating a lease, and dealing with regulatory agencies, there may be some real bargains out there. Many sellers include a training period for the new owner as part of the deal.

Heed this warning: To go this route, you need professional help from an accountant as well as from an attorney who is experienced in business sales. This is no time to skimp. Hire the best and avoid headaches down the road.

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April Newsletter

Don’t call me. I’ll call you.

I sympathize with anyone trying to make a living by cold-calling prospects. It’s a tough hustle, and only a few succeed at it.

Because of the unprofessional telephone sales tactics of some, the well has been poisoned for all. Yet, despite the difficulty of selling on the phone, the calls keep coming in.

Anyone in business is forced to take defensive measures against unwanted phone solicitations.

While you may refuse to accept unsolicited sales calls, never ask anyone to lie for you, as in, "Tell him I’m not in." This is bad business form and shows weak leadership.

When a salesperson calls, have whoever is taking the call instruct the caller to send an e-mail. Have the screener ask the caller to put STAR in the subject line of the e-mail so you will know the person has called and you won’t summarily delete the e-mail. This makes the rejection easier for the caller and, who knows, you may have an interest in what is being sold or proposed. Although unlikely, the call could also be about a wonderful business opportunity.

Of course, the most effective junkyard dog of a gatekeeper is voice mail. I worked with one CEO whose voice mail message concludes with, "If I don’t know you or the reason you’re calling, please don’t expect a return call."

There will be times when you will be the one making the cold call. You may be calling to discuss an affiliate arrangement, check out a reference, or other business not related to selling. While you won’t be selling anything, you will be screened as if you were. Your call will be much more likely to be put through if you give your company and your name and title and state the reason for your call and add, "Please tell her that this is not a sales call."

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March Newsletter

Beware the "expert."

The expansion of the Internet has given rise to a multitude of people who present themselves as experts. Many aren’t, and doing business with them can be very costly.

No matter how slick their marketing or how cool their website is, I strongly suggest that you request a half-dozen referrals. Take the time to contact these referrals and ask questions about their experience with the company. Ask questions about price, delivery, and the quality of the work performed.

I once made the mistake of not doing my homework on a company offering expert website development. We discussed all the elements and functionality required for the website. I was assured that it was a "piece of cake" to get me everything I needed. I was told the job would take about three weeks.

After many phone calls and meetings which seemed pointless, it slowly dawned on me that I was not dealing with experts, but rather a company that held itself out as expert.

After eight weeks, I called the CEO and held his feet to the fire. He promised to complete the site within 10 days. It was completed; however, it took an additional three weeks, and the site never did function correctly. I had to spend more money troubleshooting and correcting the problems.

The company’s initial low price was not a bargain, considering the lost time and what I had to do to get the site up and running.

I later learned that the delays were caused because the company was sending the work offshore, and it was having difficulty managing the relationship with the foreign company.

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February Newsletter

Learn to read people.

Body language is a very powerful tool. We had body language before we had speech, and apparently, 80 percent of what you understand in a conversation is read through the body, not the words. - Deborah Bull, English entertainer

Police detectives, professional poker players, and successful deal makers have one thing in common: they all know how to read people.

At least 80 percent of human communication is nonverbal. Eye movement, posture, arm positioning, hand gestures, facial expressions, voice inflection, and other subtle and unintentionally sent messages can be read and interpreted. Plenty of learning resources on this subject exist. Take advantage of them. Your ability to read people pays big dividends in your professional and personal life.

Beyond business, there are dozens of life situations in which knowledge of body language pays off. Whether you’re making a major purchase, interviewing, dealing with coworkers or even with those at the dinner table, it is a very useful skill.

Are you being lied to?

I’m certainly not an expert on reading body language, but I have made it a point to learn the basic signs that tell me I am being lied to. Here are a few things I look for:

If a person doesn’t use contractions in his or her speech, it’s an indication of lying. When you hear, "I did not do it;" instead of, "I didn’t do it," chances are that person is fibbing.

Also people offering a theory that removes them from suspicion such as, "I would not take the chocolates. I do not even like chocolate," and then offers an alternative theory, such as, "Maybe the cleaning crew took them," is probably lying.

A change in the tone of voice often also indicates deception. Tugging at one’s collar and crossing one’s arms are other indicators.

None of these behaviors viewed separately means much, but, you can rest assured that, if three or more are displayed, it’s a pretty safe bet that you are being lied to.

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January Newsletter

If you keep telling the same sad small story, you will keep living the same sad small life. - Jean Houston, American author

You are who you think you are.

I once had a poor self-image. I didn’t have a college education. I didn’t have money or prospects. Back then, the concept of a self-image wasn’t even familiar to me. It wasn’t how people thought.

As luck would have it, I landed a job on a small ranch owned by a very wealthy man. He took a liking to me. Over the next year he showed me a different world. He and his wife sometimes invited me to their home for dinner.

He lent me books that we would later discuss.

Sometimes he would take me for a flight in his small private airplane.

Most important, he treated me with respect. My view of myself began to slowly change.

One day he asked me what my life plans were. I told him that I really didn’t know. I explained that not having a college degree would limit my options. He looked at me as if I were crazy and said, "You are far more capable than 95 percent of people with degrees."

My self-image went up a notch again that day. I soon enrolled in night school, and my belief in myself continued to grow as I saw new possibilities for my life.

It wasn’t until I was looking back, many years later, that I fully understood the profound influence his friendship and kindness had on my destiny. I realized what a powerful force self-image is and what an important role it plays in defining our lives.

Start looking at your potential. Redefine yourself, and you will change. You will start to see your true capabilities, and that knowledge will lead to a new you.

I’m sure my boss knew exactly what he was doing to help me. I have tried to pass his gift to me along to others.

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December - Green Sales Sheet

Mood follows form.

To create well I have to be in a good mood, happy and cool. —Marc Newson, Entrepreneur

When you feel in winning form, you smile, stand up straight, and walk with confidence. On a gloomy, depressing day, try this: smile, stretch, and strut. Your mood will begin to lighten as your physical actions mimic those of a winner. The same applies to your phone personality. If you sit up straight and smile, you begin to feel self-confident and purposeful. Your voice reflects those qualities, and you will enjoy more successful business conversations.

Expand your vocabulary.

One forgets words as one forgets names. One’s vocabulary needs constant fertilizing or it will die. - Evelyn Waugh, Author

There is a proven relationship between vocabulary and income. Most successful people have good vocabularies and can express their ideas clearly. Less successful people tend to rely on a limited vocabulary augmented with clichés to get their ideas across. You are taken far more seriously when you can express yourself articulately. Clear and precise language gains you respect and credibility.

Don’t bother to learn words that are never used in everyday conversation. The fact that you know the meaning of popinjay is not of any value. However, learning one new word a day is money in the bank.

My book makes a great Christmas gift for any business professional. Excerpted from Rules of the Hunt. Available at Amazon.

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November - Green Sales Sheet

Example is not the main thing in influencing others. It is the
only thing. - Albert Schweitzer

You set an example by looking, acting, and thinking like a leader. Work as
hard, or harder, than your team members. You set a powerful example by
occasionally rolling your sleeves up and getting your hands dirty. Staying
at the rear of the battle is not inspiring and sets a bad example. Leading
the charge says in the most dramatic way, "I’m your leader. Follow me."

Keep your cool. Respond calmly to those big challenges that are
sure to come your way. While you can’t know what specific problem will
come knocking, you can anticipate how you react to it. A calm response
is a strong example of your leadership skills, which will not be lost
on others.

Develop first-rate communication skills. Never sugarcoat a problem
or deliver an unclear directive. Tell it like it is. People are not afraid of the
truth and will readily follow a leader who is direct. When you are honest,
realistic and plain spoken, you’ll avoid misunderstandings and mistakes.
A straightforward communication style is the hallmark of good leadership.
Clarify, prioritize, and lead.

My book makes a great Christmas gift for any business professional. Excerpted from Rules of the Hunt. Available at Amazon.

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The Holidays Are Here…Should I Continue Prospecting?

Every year during the 4th quarter, I am hit with the question by sales teams and clients that outsource their prospecting to us: “should we continue to prospect as we approach the holiday season?” Their perception is to shut down all sales activity as the holidays approach because they believe that no one will be in the office doing business and everyone is busy preparing for Thanksgiving and doing their holiday shopping so what is the point of prospecting? My answer each year is "yes, you should absolutely continue your prospecting efforts as we approach the holiday season" and here are a few reasons why:

• Business is conducted all year round. There will always be an excuse to not prospect. There are holidays all throughout the year and the summertime is another popular time of the year that people like to take off as well. However, there will never be a time when everyone is out of the office at the same time. All business does not shut down because of the holidays. Of course, you want to plan your prospecting time around an actual holiday. I don’t suggest calling anyone on Thanksgiving or Christmas day, but the weeks leading up to the holiday and the remaining days after the holiday has passed certainly can lead to opportunities.
• As we approach the end of the year, especially during the holiday season, things start to slow down with many businesses. Therefore, a lot of hard to reach contacts that have typically been out of the office traveling throughout the year tend to be in the office during this period.
• In this day and time, we are armed with technology. Therefore, many prospects can start planning for the new year as well as the current one that we are in. Your goal should be to connect with your prospect during the current year. However, those that are not able to connect with you as we close out the year, certainly can plan for January which will put you ahead of the game at the start of the new year.
• Many businesses, including your competitors, put the brakes on prospecting during this time of year which will open more doors of opportunity for you.

Thinking differently than the masses during this time of the year will certainly benefit you and help you finish off your year on a good note and will provide you an excellent head start for 2018. So, pick up that phone, send that email, attend that networking function and holiday party, don’t slow your prospecting down due to the holidays and the close of the year. Continue your momentum and you will continue to find sales opportunities.

Leslie Wells, the owner of L. Wells & Associates, Inc. is passionate about entrepreneurship. Her motto is "nothing happens until a sale takes place." To learn more her engaging sales training tips and upcoming webinars, visit www.lwellsassociates.com.

October - Green Sales Sheet

Nobody counts the number of ads you run; they just remember the impression you make. — William Bernbach, American advertising executive

As unlikely as it may seem, research shows that a first impression is made within the first three seconds. That initial impression is confirmed or changed within the next fifteen seconds of a conversation.

There are a lot of factors you should consider in order to make a million dollar first impression. Facial expression, posture, dress, tone of voice, and handshake are significant factors in creating that impression.

I can’t resist relating one of the worst first impressions I’ve ever witnessed. I was running a community newspaper serving a small beach community. I had an appointment with a job applicant for a sales position. Fifteen minutes after the appointed time, the receptionist buzzed me and said, "You’re nine o’clock is here." I detected a strained hysteria in her voice.

The applicant entered my office with a parrot on his shoulder. He was barefoot and had a long red beard down to his waist and was eating an apple which he was sharing with the parrot.

The first words out of my mouth were "Who put you up to this?"

He looked at me blankly and said, "What are you talking about?"

I explained, "I can’t imagine you representing our newspaper to the business community." To which he responded, "Well I’ve done a lot of selling."

I asked him what kind of selling had he done, and he said, "Tending bar and that’s selling, man."

As you can imagine, it was a short interview.

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Tips, Rips, and Reviews by Michael Johnson

Example is not the main thing in influencing others. It is the only thing. —Albert Schweitzer

You set an example by looking, acting, and thinking like a leader. Work as hard, or harder, than your team members. You set a powerful example by occasionally rolling your sleeves up and getting your hands dirty. Staying at the rear of the battle is not inspiring and sets a bad example. Leading the charge says in the most dramatic way, "I’m your leader. Follow me."

Keep your cool. Respond calmly to those big challenges that are sure to come your way. While you can’t know what specific problem will come knocking, you can anticipate how you react to it. A calm response is a strong example of your leadership skills, which will not be lost on others.

Develop first-rate communication skills. Never sugarcoat a problem or deliver an unclear directive. Tell it like it is. People are not afraid of the truth and will readily follow a leader who is direct. When you are honest, realistic and plain spoken, you’ll avoid misunderstandings and mistakes. A straightforward communication style is the hallmark of good leadership. Clarify, prioritize, and lead.

Continue Reading

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Tips, Rips, and Reviews by Michael Dalton Johnson

There is a proven relationship between vocabulary and income. Most successful people have good vocabularies and can express their ideas clearly. Less successful people tend to rely on a limited vocabulary augmented with clichés to get their ideas across. You are taken far more seriously when you can express yourself articulately. Clear and precise language gains you respect and credibility.

Don’t bother to learn words that are never used in everyday conversation. The fact that you know the meaning of popinjay is not of any value. However, learning one new word a day is money in the bank.

---

I had to smile when I read the creative imagery of a restaurant menu that offered, not simply "bacon and eggs" but, "Two farm fresh eggs with country bacon." One description sounds a lot more wholesome and appetizing than the other.

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Be yourself; everyone else is already taken. - Oscar Wilde

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The journey of a thousand miles begins with one step. - Lao Tzu

Brian Tracy is offering a FREE report on beginning your journey to reach your goals. Take that first step and download your copy here. Did I mention it's FREE?

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Nate Vitale, sales expert, first coined the phrase, “Money loves speed.” I think this phrase could be restated as, “Money loves action,” and the faster the action, the deeper the love. Those decisive thinkers who seize opportunities when they present themselves gain more than plodding decision makers. This basic advice is worth heeding.

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Your comments on Tips, Rips, and Reviews are welcomed. E-mail me here.

Take a look at my book Rules of the Hunt. Available at Amazon.

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Popcorn in the Park by Michael Dalton Johnson

I have a friend who, after working for 20 years in advertising, risked a good deal of his money and went into business for himself. His boutique ad agency was open for several months, but he had not landed a single client. He was working hard: each day he devoted hours to nonstop calling and mailing potential clients. His stress was turning to desperation, and he was a few weeks away from closing his business.

One day, instead of going to work, he stopped at a store and bought a large bag of popcorn. He drove to a park and spent the entire day feeding pigeons, quietly sitting in the sun and watching kids play. He bought a hotdog and lemonade for lunch.

When he got home, his wife asked, "How was your day?" He smiled and said, "Great."

The next day he returned to work to find two inquiries about his services waiting for him. Within a week, both companies were signed. He went on to build a successful business.

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Communicating a Price Increase by Mark Hunter

No one wants to be the bearer of bad news. So how do you tell your customers that prices are going up?

Even the most sales savvy among us have had to fight back the nerves that arise when we're about to tell a customer about a price increase. It never makes for an easy conversation. When relaying a price increase in a business-to-business environment, remember that your customers have probably had the same discussion with their own customers. A company exists only as long as it earns a profit and it can only do that if it delivers a quality product or service at the right price. The key to any conversation about raising prices is emphasizing that the increase will ensure product quality.

To prepare your strategy for announcing a price increase, ask yourself the following questions:

1. Does the customer take your product/service and add a standard percentage increase in price when selling to their customers?

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Send Me a Proposal By Chris Lytle

Wow, they must be serious -- they want to see a proposal. You'll think differently after you check out this advice.

Here are four words you really don't want to hear: "Send me a proposal."

If you have made a good presentation and the prospect has a problem you can solve, then you want the prospect to write you a check. That would be a better outcome than going back to your desk and writing a proposal, wouldn't it?

Too many salespeople stop selling as soon as a prospect says, "Send me a proposal." They take it is a buying signal and believe they have had a "great call." Whenever a salesperson tells me, it was a "great call," I know instantly that he didn't get an order.

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Building Client Loyalty By Tom Hopkins

The average business loses 15% of their clients on an annual basis. It’s safe to assume that some clients move away or sadly, pass away. If you sell to businesses, some of them may close. But, many simply stop using your services or shopping with you. That’s because you haven’t established sound relationships with them. The clients feel no loyalty…no obligation to return.

With the cost of gaining new business five times that of keeping current clients, it’s wise to do all you can to keep those people coming back for more. In order to thrive in business, it’s important to make each client feel important. If they have a negative feeling or are even indifferent to your business, they won’t feel obligated to continue to do business with you.

You start by being grateful for their business. Make good eye contact with clients and say the words, "Thank you for your business," at least once during every contact.

Variations might include...

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Just Out: Laugh All the Way to the Bank

Laugh All the Way to the Bank

In this week's Coffee With the Dog newsletter, Michelle Nichols explains how to use humor to make the perfect sale.


In the sales world, one of the most common stumbling blocks is price objection. A potential deal may be moving ahead smoothly until numbers enter the conversation, when eager customers suddenly turn and flee. But I’ve found that humor can be an effective tool for moving the sale along at almost every stage of the process. Using humor doesn’t mean going overboard and acting like a goofball. Adding appropriate levity to a situation can increase your likeableness, and help establish that critical connection with customers. As a result, customers will listen more closely, and if trouble erupts, they’re more likely to cut you some slack.

To read the rest of Nichol's article, click here.

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Just Out: Lost In Translation

Lost In Translation

In this week's Coffee With the Dog newsletter, the President of Robertson Training Group, Kelley Robertson, explains sales jargon and why you should keep it simple.


Too often sales people use jargon, technical terms, acronyms, and other language that sounds foreign to their prospect or customer.

When I worked in consumer electronics, sales people constantly referred to product numbers when talking to customers. Because they worked with the products every day, they were familiar with the SKU numbers but their customers were not.

To read the rest of Robertson's article, click here.

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Give us your thoughts on the article in the comments below!