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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 casuallytossed about. In fact, you've probably heard the phrase"value-added selling" a million times. But do you realizeit means more than simply focusing on the value of your product orservice? It also refers to the value that you personally bring tothe sale.

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

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