Customers like to deal with people they like. But more importantly, customers want to buy from someone they respect – and who respects them. Earning respect is more important than making friends. In an either/or situation, I’d rather deal with someone I respect over someone that tells a good joke. You likely feel the same way.

I once asked a wise businessman about building respect. He said “Don’t treat people the way you want to be treated.” I stared at him in shock. “Treat them the waythey want to be treated.” That made me stop and think.

Some customers want you to chit chat, while others are all business. Some talk about hobbies, others are all about current events or family. Some want to trade harmless jabs. Some don’t. Follow their lead. But under it all, respect them. It will shine through.



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