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In Other Words

Tailor your sales pitch to speak your customer's language.

By
This story appears in the June 1998 issue of Business Start-Ups magazine.

Imagine you get a phone call from a male vendor you've never met who asks you, in quick succession, this series of : "How long have you been in business? How many employees do you have? What's your budget for my type of equipment? Whom do you buy from now? Will you be the person making the final decision?"

How would you react? If you're a man, you may think this caller is a no-nonsense guy who's short on personality. If you're a woman, chances are you think he's rude and pushy, and you're unlikely to send business his way.

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