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First Person

Want to know what customers want? Try asking them.

This story appears in the March 2000 issue of Entrepreneur. Subscribe »

Would you like to know how to be a successful salesperson? Simply ask a customer--but not just any customer. Ask a customer who is accustomed to dealing with the cream of the sales crop. Over the years, I've conducted thousands of hours of interviews with my customers' customers, specifically those who have been sold to by the best sales reps in their industry. In other words, each of these customers has exceedingly high standards.

Here are the five things customers expect from successful salespeople:

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