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Selling Yourself If you want to make the sale, don't just focus on your product or service--chances are, your customers are more interested in you.

By Barry Farber

Opinions expressed by Entrepreneur contributors are their own.

When customers buy from you, what are they really buying? Hint: It's not just your product or service. In essence, what they're actually buying is you--and if they don't like you, they won't feel compelled to buy from you.

These three valuable points will help you sell the power of you:

1. Be yourself. In other words, be true to who you are. The following anecdote might raise some eyebrows, but it makes my point: During a steak dinner with one of my longtime customers, I noticed that he had stopped eating--but there was still a lot of meat left on his steak bone. I asked him if he was finished and, if so, if he'd mind if I ate what was left. He smiled and said, "Not at all." I think he actually got a kick out of it.

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