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positively influencing their own feel- ings about themselves. Your positive attitude signals that you accept others for what they are – perhaps one of the most basic human needs. Low self-esteem is almost always taken out on others, with the sorry result of alienation from colleagues and clients. Have you ever noticed how, when you feel bad, you become more demanding of others? You want them to change – to fit your expec- tations. While you may be able to disguise your verbal negativism, your low self-esteem will come through via


SELLING TIP


A Simple Way to Build New Clients’ Trust Your customers won’t know they can trust you until you prove to them that you always live up to your commit- ments and deliver what you promise. To make sure I get off on the right foot with my customers, I often intentionally withhold my business card during my initial call – but promise to send one when I return to the office. As soon as I get back to my office, I write up a quick thank-you note, enclose the business card as promised, and promptly mail it off to my customer. When that person receives it, they are reminded of the commitment I made to mail it, and they see that I kept my word.


When you try this, you might still have a long way to go before you get the sale, but earning your buyer’s trust is a great start.


– JOHN F. KIRCHNER


nonverbal signals. Why go through the trouble and heartache of avoiding the problem with masks and games? Accept your- self and you’ll give up your wish for others to fit your expectations. Accept your buyers and you’ll become effec- tive in selling. Next time you’re on a sales call, try concentrating on this bit of positive self-talk. It comes from an old pro who carried it in his wallet throughout his selling career of 42 years: “I feel good about myself. I am


well prepared for this call and there’s


nothing I can’t handle. I know my customer has a need for the prod- uct. He appears reasonable and he’s good-natured behind the masks he needs to wear occasionally. He can be thoughtless at times, but his attitude has no bearing on the good feeling I have about myself. I’ll accept myself, feel able to handle my customer’s at- titude, and manage possible conflicts to the best of my ability.” There’s no better way to have customers flock to you than to reach out to them first. The key is your own self-esteem. 


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