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"People like doing business with people they like. It's an emotional investment. You might have the best price or even the best product, but if the buyer does not like you, [then you] might be dead in the water. Work to be able to converse with your client on subjects that interest them, even though that subject may not interest you.
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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