Tactics Result in Unequal Motivation

Relying mainly on tactics, you become more motivated than your customers are. Nothing productive happens when you want to accomplish something for customers more than they want to achieve it for themselves. Do not fall into the trap of focusing on why you would buy your products, believing customers share the same sentiments. While it is important how much you think your products or services can help someone, it's more important how much customers think your products or services can help them.

Common symptoms of this more-motivated-than-the-customer situation are numerous. Customers may conceal information, avoid your calls, and give you an eventual, but long-drawn-out no. Customers, sales managers, and you try to figure out why you made the proposals in the first place. When you find out why your proposals failed, you also realize something of significant value. This information was as available on the first or second call as it was on the tenth. All you had to do was have the right strategy.