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Insights at the Kitchen Table
You're sitting at your clients' kitchen table, putting the finishing touches on their backyard pool/spa plan and getting ready to have them sign a contract.  Then they say, "We really appreciate that you listened to what we wanted.  That salesperson from the other company kept telling us what kind of pool he thought we should have.  He just wouldn't listen. "Well, that's why we chose you to build our pool." And you think, how could he have been so blind?  What was he thinking?  Doesn't he see that his approach drives customers away? The lesson to be learned from this story is simple.  It's taught in all the business schools, at countless seminars and innumerable conferences, and it boils down to one big