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He added, "Once you see yourself as a craftsman and recognize the fact that you have a toolbox, you come to realize that you must discover the need before you know which tool to use."
Farquharson stressed the importance of listening. Many salespeople need to stop "selling" and realize that the process does not revolve around them, their products or their services. They should really be concentrating on customer needs and solving problems.
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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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