Every satisfied customer is satisfied with two things: your product and you. Your product alone cannot present itself, adapt itself, and repair itself. Your job is to help create satisfaction in customers with three things:

1. Enthusiasm. Your enthusiasm for your product reflects on the merit of the product. If you are not excited about your product, how can your customer be? The more you believe in your product, the more your customer will.

2. Ideas. Even though the popular demo disk may seem to render the presentation of the computer software salesperson obsolete, this is not so. Only you as a salesperson can show how your product can adapt to the needs of your customer.

3. Service. Service does not begin when the product breaks down. Too many times the only opportunity a customer gets to appreciate a company’s service is when their product needs repair. Your service should be indispensable to your customer from the moment he or she buys. Be a consultant for your product. Emphasize that your customer can call you at any time, with any questions, not only if the product needs repair.

By being enthusiastic about your product, offering innovative ideas, and providing excellent service, you have done your part as a salesperson to sell yourself as well as your product and create a satisfied customer.

This tip was based on ESS What Every Customer Wants by John R. Graham, president of John R. Graham, Inc., Quincy, MA.