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What's The Problem?

Next time a customer cancels an order, find out what you did wrong -- and fix it!

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

Before closing a sale, do you feel resistance from your customers? If you do, treat the resistance for what it is-a problem waiting to be solved.

Before becoming a salesperson, I was a schoolteacher. Like salespeople, teachers are ultimately problem solvers. I once had a student with poor classroom conduct who resisted learning. I made progress with that student only when I understood that his negative behavior was an obvious sign of a problem waiting to be solved.

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