The Power of the Human Touch in Sales

If your salespeople are not in front of your customers, who is? Chances are one (or maybe more) of your competitors is. And the human touch your competitors are providing to your customers is differentiating their brand and building the kind of relationship that will result in your losing the account or slashing your margins to save it from an unforeseen competitive threat. The power of the human touch is most compelling in commoditized industries. A few years ago, I wrote about my experience selling telephones. One of my largest and most loyal customers once told a group of my…

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