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For instance, if the competition's product would better suit some of your customers, tell them about it. Give them the other company's website, phone number or address. Even though you didn't make this sale, you just made many future sales because now the customers realize you truly want to help and that they can trust you for the right answers. When customers have another need or challenge (which they most certainly will), they will turn to you for help. When you're always the first company contacted, you're bound to get long-term sales.
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