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Farquharson follows the selling motto of his previous employer, UARCO Business Forms: "Solve the problem, Earn the order." This idea requires salespeople to look past the product and, instead, understand the needs of the customer.
"I am a pretty simple guy and that is a pretty simple way of looking at things. Dale Carnegie said it perfectly, 'You can get what you want when you figure out what the other guy wants and help him to get it,'" Farquharson commented.
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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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