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Lend Me Your Ears

Take heed: If you're oblivious to your customers' needs, your sales pitch could fall on deaf ears.

This story appears in the April 1998 issue of Entrepreneur. Subscribe »

Pumping up profits. Keeping the numbers up. If you've been in business for any length of time, you know how important sales are to keeping your business afloat and making it thrive. But if you're like many business owners, you also know how tough it can be to get customers to say that final "yes."

Sales trainer and motivational speaker Pam Lontos is no stranger to this challenge. She had some 20 years of sales experience before starting Lontos Sales and Motivation Inc. in Orlando, Florida, in 1981. A year earlier, Lontos had increased sales 500 percent as vice president of Disney's Shamrock Broadcasting.

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