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People Who Need People

Find out how to break the ice with your prospects and make that all-important customer connection a reality.

This story appears in the May 2003 issue of Entrepreneur. Subscribe »

There's an old saying every salesperson knows by heart: People buy from people they like, trust and respect. They especially buy from people with whom they are comfortable--people who make them feel at ease right from the start.

But for the salesperson, it's often the "start" that's the problem. When you're meeting someone for the very first time, and there's a large sale at stake, it's perfectly natural to be concerned about the outcome. What will you say? How should you act? How can you convince the decision-maker to be your side? The more important the sale, the worse your worrying will get.

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