WHEN times are tough, the not-so-tough get discounting. The temptation to give away what you can't sell is strong, but it's a guaranteed hiding to nowhere. Sure, you're getting turnover, but profits are small (or non-existent), there's no customer loyalty, and when times improve you're going to have a hard time convincing those customers to stay with you and pay more. But what are your options? The first step is to redefine how you see selling. We're not talking hard-sell, make a pitch, take-the-money-and-run selling, we're talking about a system of converting leads into sales and, importantly, a long-term relationship.
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