Damn The Torpedoes, Fire Your Customers!

Well, just the customers who are wrong, and will not take your advice..

I hope good Admiral Farragut is not spinning in his grave over my adulteration of his famous quote - it just seems fitting, especially when sailing through today's torpedo filled, economic seas.

Ken Stewart has a great post, The Customer Is NOT Always Right! where he expresses the need to steer clear of certain customers and sometimes make a few walk the plank.

But that is just the surface subject of his post.

I read the underlying message as "Know thyself, to thy own self, be true..." - yes, I know, I just mixed The Oracle at Delphi and Shakespeare, but you get the point, hopefully.

In order to steer clear bad customers and to fire clients, we must posses a level of confidence gained after knowing what it is that we do best and who we like to "hang around".

Life is short. Why not surround yourself with clients(or friends, or family members)that have the same ideas and ideals as you?

Makes sense, don't it?

Now, Damn The Torpedoes, march into your Sales Manager's office and tell him you are firing the three most irritating customers you have...er...well...ok, wait...before doing that, update your resume...

Check These Out:

The Death of The Copier Sales Person

The New SalesPerson - Death of the "Close"

A Return to Selling

The Single Most Important Tool In Managed Print Services

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Amazon Declares - Best Ever Season???

The Death of Print, maybe a little premature... Until you see that Amazon's best season, has little to do with books. 

 AMAZON called its 2008 holiday shopping season "the best ever," despite a series of predictions that even online sales would weaken as US consumers cut back amid the recession. Amazon said that on its peak day, December 15, it received more than 6.3 million orders, at a record pace of 72.9 items per second. 

 This is a surprise of sorts when viewed through the prism of "recession". Amazon said top-sellers from November 15 through December 19 included Nintendo's Wii, which dominated the videogame category. According to reports from the Wall Street Journal, Australia: 

"...Among toys, the best-sellers included Jakks Pacific's Eyeclops night-vision goggles. In the electronics category, Samsung Electronics’ 52-inch LCD High-Definition television and Apple's 8-gigabyte iPod Touch led the gains. Also, a strong seller was Acer's Aspire One 8.9-inch netbook. 

The devices, which have little processing power, screens between nine and 12 inches wide diagonally and typically cost less than $US500 ($729), have been rising in popularity, according to technology research firm iSupply. Among DVDs, Amazon said Wall-E, The Dark Knight for Blu-ray and The Dark Knight sold well. 

Top sellers in books included The Tales of Beedle the Bard by JK Rowling, and two works by Stephenie Meyer, Eclipse and Breaking Dawn. Amazon didn't comment on its selling prices or margins for the 2008 holiday season..." 

 Not a mention of books or the Kindle.

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Ford Tells The US, "No Thank you..."

The Model T, the Rouge Plant, and now... 

Henry defined the auto industry - his idea to manufacture a product that his employees can afford to buy, was pure genius. And the employment of ex-cons to secure his family, turned into the downfall of his corporate legacy - maybe. 

The last remaining American hope in the auto industry is Ford Motor Company - can it be a result of the Ford family beginning to buy back stock years ago? Family-owned. Perhaps all the money the family saved with the Lions- will come in handy. Today, Bush ok's a bailout for GM and Chrysler - and Ford said no thanks. 

Defiant Ford. Struggling Ford. Brilliant Ford. GM and Chrysler are pretty much gone - GM and Chrysler must sell their corporate jets. Another requirement of the 3-year loan is to secure concessions from the unions - Ford will piggyback those concessions. The next 6 months are going to be very interesting. 

 Ford's next ad campaign should capitalize on this move - the defiant, remaining American automotive dream. 

 And this was just after the F-150 was named the 2009 Truck of the Year - remember last year it was the Toyota Tundra.

Click to email me.

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It's Called a Free Market - Doesn't Mean Everything is Free of Charge

"Life is pain, Highness. Anyone who says differently is selling something..." Bailouts are not Loans - did you read your mortgage documents? You did? 

Good, then you know what "ARM" stands for, correct? There is a great post over at the Caskey blog, here it's about Free Markets, recession, and "You, Incorporated." Bill really got me going on the subject of whining and feeling sorry for yourself and how easy it is to become a "victim". Granted, everybody wants to help a victim, even if the circumstances are self-inflicted. But to be perfectly blunt, and a little cold, "victims" are never "winners". 

Victims become winners when they overcome their victimization. The current atmosphere of "bailouts for all of your mistakes..." is nauseating. Because we are now rewarding those who make stupid decisions. We can't call their acts stupid, but we can call them "victims" - and victims are entitled to bailouts. 

The problem is, Free Markets change, demand for skilled labor changes and Change is Painful - Do you still use buggy whips? I imagine there were a few buggy whip manufactures who went out of business when Ford unleashed his Model T; and what about saddle makers, and feed stores? Yeah, yeah, I know, I know..." that was different..." phut! 

Like Bill, I am from the Detroit area - I grew up in suburbia, went to a local university, and Ended up living and working in the high-tech industry all over the eastern side of the state. I have had many lunches at the eatery Jimmy Hoffa was last seen. And I remember the "dark days" of the Seventies when Lee Iacocca went to Washington for a LOAN, not a bailout; a loan that Chrysler paid off early. The Times, they are different... 

 But the whining, the "entitlements" and the blame has festered, grown and spread - there are far, far fewer "You, Inc." people today. 

No more "Rugged Individuals", very few purveyors of Yankee Ingenuity with a Can Do attitude...nope. Tough Times - Wash Away Flotsam I have often said, "I don't participate in recessions." I don't. 

One shouldn't respond out of fear, but most do - and it isn't the sheep responding that are as bad as those who use this to manipulate the scared into believing they can do nothing without "a little help from my friends..." i.e., "the government". Tough times build character - if you win a game after losing one the week prior, the victory is so much sweeter. 

Of course, this assumes you keep score - how many youngsters play football(or any other sport)today and do not keep score, in an effort to save the loser from humiliation? 

The ultimate bailout. By shielding the loser from the pain of loss, we steal and shame away the joy of winning. And we destroy the opportunity to win with grace or lose with honor. If it doesn't matter, why should we recover to come back and fight another day? 

 The Times, they are different...Have all the Americans Gone? This is a great tribute and yet very sad - I fear the Americans that Byron is talking about have all left. 

Today's American whines, and paints his nails with clear polish. 

 Today's American wants to be loved for being "nice" not for being firm.

 

Byron MacGregor - The Americans Uploaded by DwightFrye

In Bill's article, he says about the You, Inc. mentality, "...You choose where to live, based on your means. You choose what career to pursue based on your interest and ability. You chose your friends. You choose whether you want to go into massive debt or not..." I wonder how many "Americans" view these thoughts as elitist... I wonder how many Americans see these words as treason... Click to email me.

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Ford Motor Company - Tell the U.S. Government to Pound Sand

The Ultimate Sale - Lee Iaccoca must be flummoxed by this circus... Chrysler is partially owned by Cerberus GM and is too big for almost ANY company to swallow Ford is still family owned All three presented their Sales Presentation to the United States of America - all three were spurned and sent home packing. What is that old joke about outrunning a bear? 

Ok...let's say you are in the woods with your friends, "GM" and "Chrysler" - you all stumble upon a mamma bear and her cubs. You are "Ford". Each of you knows that the worst thing you can do is run. A bear can get going up to 40 miles an hour - but you run because you know you don't need to outrun the bear, just "GM" or "Chrysler". 

Ford should run from Barney and Pelosi and let GM sell Government Approved, Green SUVs, designed by one of Barney Frank's "nephews". Fords should circle the wagons and take the hits - sell off assets, reduce in size, get rid of the unions(hah! will never happen)and become a "boutique" auto manufacturer like Jaguar - let the other folks build to government spec. 

 Craziness -

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Fail to Plan, Plan to Fail - or - Plan to Plan...

TIPS FROM THE FAST GROWTH 100


I ran across this article, by By Jennifer Bosavage, ChannelWeb and it seemed pretty relevant -

She mentions three points, the second struck me -

2. Don't Overstrategize

"... some organizations' cultures lead managers to discuss goals and strategies ad nauseum. At some point, action needs to be taken. "We devote 10 percent of our time to strategizing and 90 percent to execution..."

Well. Ok.

Seems to me, that a bunch of Sales Managers and Managers in general should take a look at the way they manage.

And the Selling Professionals too - do we plan our week, all week?

Is it all planning and little execution?

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Partnership vs. Vendorship

Sick of long cycles and prospects lying to you? Start developing a Partnership with your clients instead of being a vendor to your customers. If your primary contact with a prospective client is in Purchasing or Facilities, you are a vendor and will never be more than a vendor; a number in a cell, next to another. I am not suggesting that Purchasing or Facilities should not be involved in the selling process. But as long as Purchasing or Facilities is your ONLY contact, you are selling on borrowed time. 

Partnerships are Developed "High" - Get "upstairs", on the level where visions take place. At least get there and tell your story; your day-to-day contact with your client may end up being at a lower level, but you gave yourself and your company visibility. Is this easy? Nope. Can you do it with your bottom planted in your chair? 

Nope. 

Can a "rookie-newb" get in front of a C-Level and explain the value? Nope. But you can. "Sales Training" classes are at best going to tell you what you don't know and at worst try to teach you "selling techniques" - "techniques" are for Newbs - stay away from teachers of "techniques". Instead, improve yourself in other ways - like learning as much as you can about business. 

Business in general. And business in specific terms. And then, discover the impact that your Partnership brings to the table. 

Example: Copiers. 

If you sell copiers, ask yourself, "How do this copier and my company, affect my customers' business?" Answer to yourself at least 4 times, throw out the first 3, and what remains is "The One" the real reason - to start. 

Peel Away The Onion - It is not "just a copier" - it's a reason employees can get their work done in 8hrs OR it's a reason people stay late and come in on the weekends. It's all about the results of your offering - not the offering itself. Good or bad, we inject ourselves into our client's world; and we have an effect, good or bad. 

Once you figure out what your Effect is, you can begin to have conversations with prospects around the business impact, not the "first copy out" speed. And you know your competition is selling on specifications, not results.

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Are Customers Smarter Now?

Everyone says, "...because of the internet, your clients are smarter now more than ever..."

I wonder. Really?

I my opinion, there was a time when the internet held all sorts of "information" - but today, there is so much, that it is all just "data". Perhaps a subtle difference, perhaps not.

Think about it in the world of copiers. Just because a prospect can search the 'net and retrieve hundreds of brochures, user reviews and even pricing does this make him/her smarter?

Informed, agreed.

Can access to all the facts in the known world make your prospect "smarter" than you? The down and dirty answer is "yes" if you are a copier person. (If you are reading this, you are in the 2%)

But if you client has access to all the data in the known world, SO DO YOU.

Just because I can search out and find information on how to build a Space Shuttle, does not mean I know how to fly it...and just because your prospect can find out exactly how xerography, or Edgeline or copier leases work sure as heck does not mean they now know how to navigate the sea of confusion.

They need someone to help, to advise, to partner with.

That someone could be you.

Not all that easy if you think about it, eh?

Lots of pressure, eh? Pressure? Yes.

If you go into a relationship knowing you can help and intending to help, you put it all on the line. So you better do your homework, and you better know more then your client.


Sales - who woulda thunk it could be this difficult.

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Getting Attention - Carnival Barking

From a question posed on LinkedIn, by Julian Lockhart

"How do I get the attention of a prospect who won't return my call? I am thinking of sending a short note with a penny in it that says " a penny for your thoughts". Any other ideas?"


My response:

"...Ok well.

I will answer without demeaning - I hope.

I have worked for companies that used these "techniques" to get attention - the baby shoe, the Penny, cookie, flowers, toy trucks, uniforms with custom logos - all were successful 15 YEARS AGO.

It don't work now. And if it does, I question the entry level of the person who was attracted to you over a penny.

I don't know about your time, but my time is AT LEAST as valuable as my prospects and usually MORE valuable, at every level of contact(yes, even C-Level).

'Put That Coffee Down!"

Leave all the "techniques" to the Carnival barkers in the mall - you know the ones, selling skin lotion, back massages and mini, RC helicopters.

Leave the "Boiler Room", "Glenn Garry Glenn Ross" and "Cadillac Man" tricks to Hollywood and approach each prospect as a person you can help.

If you know that what you provide fits what they need and will honestly make their lives easier - tell them.

Big Point -

One answer alluded to this, recognize when it's time to "cut bait" - I understand what you mean by "Some of my greatest wins in sales came after a repeatedly getting no response... "

But remember this -

Jesus doesn't get everyone, why should you?

(oh oh - I mentioned Jesus. You can substitute Budah, or Mohammad, L.Ron Hubbard or Jim Jones, you get the point.) ..."

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The Death of the Copier: The Single Most Important Tool In Managed Print Services

Copier Sales - love it!



The Death of the Copier: The Single Most Important Tool In Managed Print Services

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The New SalesPerson - Death of the "Close"

"New Selling" and it's application to Copier Sales

I was reading an blog regarding selling and noticed some interesting information - from the post by Jonathan Farrington, The Sales Corporation:

"...various studies suggest that getting one sales person in front of one customer now costs $1000 - this cost has trebled since 1983. As a consequence professional salespeople have to be more effective than ever to justify the investment in a face to face effort..."

and...

"...Customer Focus Creates Competitive Advantage

• The one term that sets top performers apart - customer focus

• Outstanding sales results depend on:
  - The ability to think from the customer’s point of view
  - Understanding the customer’s agenda, buying cycle and best interests
  

• Beyond a superficial reading of immediate customer needs, salespeople must gain a deeper understanding of both the buyer’s long-term goals and the overall business climate
  

• At the heart of customer focus is the art of listening constructively - the best salespeople are masters at capturing information

• Customer focus means taking the customer seriously - to-day the salesperson who clings to the product orientation of a decade ago is losing ground
  

• As client companies branch into new markets and unfamiliar territories, they are demanding unique, flexible solutions from their vendors - customized to support specific goals

• Another myth which can be exploded is that whilst customers value flexibility, being too flexible can undermine the sales relationship. On the whole salespeople imagine that customers value a vendor’s responsiveness above all. However recent research shows that their primary concern is reliability.

In summary, in order to maintain customer focus the best salespeople become facilitators, creating a partnership that extends the selling relationship within the customer’s company. The motivation to achieve this should be strong - it costs five times as much to attract and sell to a new customer as it does to an existing one!..."

-----

I think of the changes happening right now in our industry, and how everyone has started to "talk the talk" about being a different type of technical, selling professional.

I have often mentioned the ability of successful sales people to be Partners with clients, to constantly develop Business Acumen, and to learn to Empathize with customers.

So it is nice to read an affirmation of my thoughts - from somebody in sales, but completely outside of our industry:

1. Partnership
2. Business Acumen
3. Empathy and Disconnect
   

Partnership -

The "Partnership" mentality is a mature set of beliefs anchored in "...To Do No Harm...".

You're are in front of the prospect to Help them - you must find where they need you and if they are willing to accept your help.

And as an example, if you are in there to "..Do No Harm.." why would you "gouge them" on pricing, why would you make them sign into a 60 month, "captive", on-sided agreement? Why would you twist your client into a solution which only addresses the surface issue of "price"?

A real Partner is never an Enabler

We don't need to watch Dr. Phil to know this - if you are in a position comfortable enough to tell your client they are wrong, then you have the beginning of a partnership. If after you tell the client he/she is wrong, they take your advice, your partnership is built on solid ground.

Don't Enable Your Prospect to Make the Same Mistakes, over and over...

Business Acumen -

This is not product knowledge. This is not features and benefits. This is not easy. This will take time.

Business Acumen is ALL of the above and oh so much more.

In a nutshell, business acumen can be obtained through the observation and study of everything "around" your solution - That is, the study of the cause and effect of your position, proposals and projects - over time.

This knowledge is uniquely yours.

Yours to take with you into every appointment and in every conversation.

Think about this: your view and your opinions based on the history of your "installs" and implementations and proposals - is yours alone. Not your companies, your clients, your manager or your peers - all you.

If you have installed just ONE idea - the outcomes and ramifications of this one project, seen through your eyes, is an example for you to use in every single 'new' opportunity. And each new opportunity, not just installation, is a chance to learn more about business than from any book ever written.

Empathy and Disconnect -

These two words diametrically oppose - but the tight rope must be walked.

Empathy - Good sales people can put themselves into their client's "shoes"; see things the way their client does. In order to do this effectively, one needs to become "one" with the prospects business, his world, from his angle - and not through the prism of product or service. One needs to see the prospects world without "commission" or quota issue hanging over one's head. And to do this effectively, the Selling Professional needs to become disconnected from the outcome of the sale...

Disconnect - Difficult, but not impossible. First off, what do I mean by disconnect?

Disconnect, in this sense, is the ability cut away the your emotional connection to the success of the "sale".

More specifically, disconnection from the success of the sale, from the selling professional's view, is what I am talking about. But this is NOT being uncaring or aloof or unconcerned - a tightrope.

Perhaps disconnect is a strong word, maybe "compartmentalization" would be better.

Once the emotional factor is put aside, we can deal with the client in terms what "makes sense" for both he and me, instead of trying to force a square peg into a round hole, at the end of the month.

In conclusion, common sense usually prevails and over complication of simple rules typically dilutes the results. If you focus on these three issues:

1. Partnership
2. Business Acumen
3. Empathy & Disconnect

You will be well on your way to success.

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Who is The Boss

I have been saying this for years...

Here

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Selling and U of M Football

107,501 people - Human Thunder

A colleague of mine, a guy I think highly of, sells "old skool" - he works hard. He believes that prospects "buy from people they like" - which is always true, but a Selling Professional cannot invest in this as a complete strategy.
Oh, and he is successful.


We get into great discussions regarding selling and customer interaction and "worrying about the competition".

Let me illustrate -

My team has meetings in a Starbucks and we are rarely alone. In this environment, my com padre does not like to speak aloud about customers for fear that a "competitor" will overhear and act upon the ill-gotten information. He routinely hides his notes when visiting the lavatory.

My Feelings -

I guess this is an "extreme" - especially out here on the Best Coast, but here it goes:

* I DO NOT CARE WHO KNOWS WHAT ABOUT ME AND MY SERVICES *

Let them see the playbook, let them know my costs, my product, my weaknesses and my strengths. Let them study me, role play against me, sell against MY strengths, and try to instill Fear Uncertainty and Doubt – how very flattering.

I DON’T CARE – they are irrelevant.

It’s not Poker, it’s Football – Michigan Football

I grew up in Michigan – in a suburb west of Detroit and East of Ann Arbor; we love our football. (yes, even the Lions). I played from 3rd grade to the end of High School; The Westland John Glenn Rockets.

We were very serious, we team members attended 6th hour, “Football Tech”. At that time in history few high schools had a class set aside for the football players. We did. And our coaches modeled the program after Bo’s at the University of Michigan.

I could go into a great deal of background about coaches Bo Shcumblekler and Woody Hayes and “oh how I hate, Ohio State…” perhaps a later post – my point is, football was important, and the ideals instilled on the grid iron as a kid, are rock solid today.

Michigan vs. Ohio State-

All year long, in the winter, spring, and summer two-a-days, long before the very first snap of the season, the Wolverines practice for the Ohio State game. The Ohio State game is the last game of the regular season and although each Saturday brings a different opponent, EVERY practice has a portion dedicated to “Beat Ohio State”; when you are recruited as a High school senior, the drum line begins, "Beat Ohio State".

It doesn’t matter if Michigan loses every game of the regular season (hurl), just beat Ohio State, and all will be forgiven. Ok, the fans expect more, so maybe not “all”.

The Big House –

To semi-quote the Bard of Avon is “All the world a stage”?

…no, no, no, all the world’s a Grid Iron. And the University of Michigan has got the biggest, baddest gridiron in the Galaxy.

In the beginning, 440 tons of reinforcing steel and 31,000 square feet of wire mesh went into the building of the 44-section, 72-row, 72,000-seat stadium at a cost of $950,000 back in the 1920’s.

Today, it can hold 107,501 fans. It is huge. And when filled with Michigan fans, it is monster. A living, breathing, powerful monster and the best "12th man" in the world.

If you've been to a game in the “House” you know – but if you haven’t, nothing I type can convey the experience, it is awesome. Not the soft, pleasant, surfer-type of “awesome-duuude”, this is Mid-West, overwhelming, bigger then all of us, Wango-Tango, industrial strength, kick-ass, AWESOME.

What does this have to do with Selling?

Imagine…

It’s the last game of the season, Michigan vs. Ohio State, mid 1970’s. The Michigan sky is crisp, blue, and the November temperature around 42 degrees – cool enough to hear the “snap” of helmet to helmet, Riddell to Riddell contact – glorious.

Michigan has the ball late in the 4th quarter. It’s 3rd and short at mid-field. Woody Hayes is coaching the Buckeyes. Bo Schembechler commands the Wolverines. Woody taught Bo all he knows about football. Bo knows Woody’s defense like the back of his hand.

There are 108,000 plus fans in the House. 90% of the TV’s in Michigan are on the game; literally millions of people around the globe watching this next play – and everyone, the fans in the parking lot, press box, and bleachers, the 75 plus players on each sideline, the two dozen or so coaches, the referee’s, the 22 players on the field, right down to the two key Ohio State defensive players all know what play is coming.

Bo know’s everybody can see what’s coming – so what.

Here it comes, stop us.

Right up the middle, a cacophony of colliding beliefs and passions - three yard gain and a first down - Welcome to football - Michigan Football.

Welcome to Sales, my kind of selling.

Fire forges strength – pain makes for gain.

Assume your completion sits right next to you in every sales meeting and strategy session.

Be prepared.
Be confident.

Go forward in strength, not fear.

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What is In Your Clients' Best Interest?

Buyers Are Liars...yes, and why? Because "We" made them that way. Ok, maybe not all of us who sell have lied to a customer. Let's just say the sales person before you lied - and the media/movie industry perpetuates the image of a slick-talking, snake-oil salesmen. Because there are such people; carpet baggers,used car salesmen, furniture sales people, terrible retail clerks, rude telemarketers, disingenuous mortgage people.

How can a real, honest, Selling Professional survive, let alone thrive in this "Sea of Ill Repute"?

A few of my recommendations:

Learn to love your prospects/clients.
Learn to say "No" to your prospect.
Learn not be your clients' "enabler".

Do everything for their best interest.

Do not be their "slave", do not jump through their "hoops" and learn to walk away, learn to "Fire a Client"

Sometimes telling a client that they are wrong is the best thing you can do for them.

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The Direction of the Appointment

I heard a very interesting comment the other day made about a of mine. This particular sales person was commenting how badly the appointment had gone because my had "directed" the conversation with the customer(through an Agenda) instead of "letting the customer tell him what he wanted"



This is not made up, this really happened. One of the current selling models in my organization is for reps to bring in another rep who may be more experienced in Managed Print Services and conduct an appointment together(you can imagine the possibility for train-wreckage)

Ok, so to be fair the "complainer" was a government rep, who is accustom to "taking orders" not recommending an approach - at first I was amazed and then I became amused. This is how most sales people think. The want to know "how many" and "when"; the only questions posed are about budgets and purchase orders and delivery schedules and pricing discounts! And to expect this ilk to even dare to pose a question to their customer that starts with the word "why..." is ludicrous! (Have you ever seen the movie Scanners?)

I have a new phrase, "Any monkey can _______" fill in the blank. If I find myself engaged in anything a monkey can do, I try to stop myself. For instance, "any monkey can give somebody a price..." or "any monkey can hand a prospect a brochure..." or "any monkey can take an order and not ask WHY"

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The List or The World According to Greg

"The List" - 2008

1. Buyers are trained by Salespeople
2. Truth is Good
3. Insecurities Rule
4. All conflict is a result of an insecurity
5. Self-esteem does not come out of a box, or from someone else
6. Guilt is a Motivator
7. Motivation can be turned into Manipulation
8. Seven Seconds; you can know someone in the first seven seconds you meet them
9. Everyone has an Agenda
10. You Are Your Boss
11. Fear Sucks
12. Once People know you care, they will try to manipulate you
13. The best way to make everyone around you better is to make yourself better
14. If you ask a question, be ready for any answer
15. The Best Advice is the Advice you ask for
16. Do not Answer statements
17. People see their own weakness in others; Cheaters see cheaters, thieves see thieves
18. People will accuse you of the bad things they see themselves doing
19. Nothing occurs in a vacuum
20. Luck is for the Unlucky
    
21. Hope means you stop trying
22. Weak people cannot say no
23. Be specific in what you care for
24. You control your day, the day does not control you
25. Value received for value given
26. You can't rape the willing
27. It can always be worse – You could have been on the 73^rd floor, in your cube, drinking a Starbucks at 9:01AM, September 11^th in the WTC…

Click to email me.

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What is High Intent?

"Life is Pain - anyone who says differently is selling something." - The Princess Bride

Here is what I think when selling, "How can what I do, help this person?" And, "if what I do, can not help this person with this problem, who can I send them to?

Talk to you prospective client as a person and not from a position of weakness or subservience.

You are at least an equal and you posses more knowledge and wisdom about the impact your recommendations will have on their life than they do.

It is this simple - Solve don't sell.

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