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Selling is Not About You

The more you focus on your customers' needs, the easier selling gets.

This story appears in the November 2007 issue of Entrepreneur. Subscribe »

Over the years, one of the most important messages I've put forth in my seminars is this: People don't care how much you know until they see how much you care about them and their goals. You have to get what you sell out of your mind and start focusing on what your customers sell. What are they trying to accomplish? What do they get fired up about? Once you start listening and learning about them, the trust starts to build and the cycle becomes much easier to navigate. Here are three ways to stay focused:

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