Sell from a Customer Perspective

Stephen L. Capper, along with his wife, Nora, and their daughters, Jami and Toni, owns and operates A-1 Awards, Inc. in Indianapolis. He has been associated with the awards and recognition industry for over 45 years, and has given numerous seminars since 1979.

If we want to sell people and change them from prospects to lifelong clients, it is imperative that we understand just exactly what motivates them to buy—and buy especially from us. Take the time to think about how you feel and react in different circumstances.

Do not make the mistake of underestimating those you sell. Understanding buying habits will let us adjust our sales presentation to adapt to our prospect’s wants. Just think about what you want when you are on the other side of the counter. Just putting ourselves in the scenario can let us better understand their reaction.

—Stephen Capper, A-1 Awards Inc.

Learn more about the customer perspective from Stephen Capper.