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One of the Good Guys

Prospects will reach for their cash once you prove you're on their side.

This story appears in the June 2001 issue of Entrepreneur. Subscribe »

When it comes to selling, many words and phrases are casually tossed about. In fact, you've probably heard the phrase "value-added selling" a million times. But do you realize it means more than simply focusing on the value of your product or service? It also refers to the value that you personally bring to the sale.

If you don't consider adding value for your customers a high priority, you can forget about competing successfully in today's marketplace. Every time you turn around these days, there's another product out on the market just like yours. But where does your value lie? It lies within you-you are the final, deciding factor that persuades a prospect to choose your product over the competition's.

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