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Seeing the Light

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

By Barry Farber • Jul 1, 2002

Opinions expressed by Entrepreneur contributors are their own.

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

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

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