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Seeing the Light

Your customer says he's too broke to buy your product? Show him another way of thinking.

This story appears in the July 2002 issue of Entrepreneur. Subscribe »

It's true that times are hard for many businesses. But that's always going to be true. Individual companies and industries go through prosperity cycles, just as the economy does. In the good times and in the bad, there will always be someone who says, "I just can't afford your product right now," or "The economy is taking a toll on our business, and we've got to tighten our belts."

It's difficult for anyone to make purchases when money is tight. This is an objection that must be taken seriously and handled with care. Here are some suggestions that might help:

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