It's What They Want, Not What We Want Them To have

This is a short one.

Make sure you are prepared to give your customers or clients what they want rather than what you want them to have. Retail stores often push customers to higher margin items. Many businesses sell expensive warranties that the customer doesn't need but that are pure profit for the business.

Customers are not dumb (well, most of them are not). They know what they want or what they need. They know when you are not hearing them say it. They want to trust you. You build trust by fulfilling their needs in a cost effective or value added way.

This means not trying to be the solution for everyone's problem.

Know where your product or service fits. Recognize the symptoms of someone in need of it. Don't push it on the wrong people or at the wrong time.

Be professional and be disciplined. Be credible. Help people buy what is right for them and you may win a customer/client for life.