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For example, Tina sold merchant credit card services. There was a large company she wanted to get in with, but the decision-maker continually told her no—that he was happy with their current merchant services provider. Still, Tina continued to follow up with him, taking the time to talk about things other than her product. When his birthday rolled around, she sent him a funny, yet tasteful, singing telegram. He called her on the verge of tears, thanking her for the kind gesture and revealing that no one—not even his wife or kids—remembered his birthday. The next day, he signed up and became one of Tina's best clients. A little acknowledgement goes a long way.
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