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Trading Spaces

When was the last time you sold from the customer's point of view?

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

For years, I've interviewed my customers' customers to find out what they like and dislike about my customers' sales teams. After all, no one can tell you how to sell better than your customers. Based on that feedback, here are five universal factors for selling success:

1. Knowledge: Customers expect you to have broad knowledge about how your product is made and used or how your service is applied; about your company, its background and its selling policies; and about your industry as a whole.

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