Managing with a Conscience Second Edition

Sales Tip #20. Too Close to the Forest

Because we have a thorough understanding of our products, we often forget that our customers don’t. We forget the problems we faced when we first began using the products. Be careful to explain things to your customers, take time to show them how things work, and gauge the response you receive. Even more important, remember how frustrating it can be to deal with the unfamiliar, and be careful neither to intimidate nor to speak down to customers because they ask fundamental questions. A little patience and empathy can go a long way toward educating your customers to the benefits your products provide.

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Frank Sonnenberg, a marketing strategist, has written four books and published over 300 articles. This article was adapted from Frank Sonnenberg’s new book, Managing with a Conscience: How to Improve Performance Through Integrity, Trust, and Commitment (2nd edition). The book was named one of the top 10 Small Business Books of 2012 • Trust Across America named Sonnenberg one of the Top 100 Thought Leaders of 2011 and 2012 • Sonnenberg was nominated one of America's Most Influential Small Business Experts of 2012 • In 2011, Social Media Marketing Magazine (SMM) selected Sonnenberg as one of the top marketing authors in the world on Twitter. www.franksonnenbergonline.com © 2012 Frank Sonnenberg. All rights reserved.

Posted by Frank Sonnenberg on Tuesday, August 21, 2012