What Customers Really Want

Patricia Sherlock

“By definition, the customer buys the satisfaction of a want. He buys value.’” — Peter Drucker

Today’s customer has more choices and access to practically unlimited amounts of information due to the Internet and technology. While selling is undoubtedly more challenging than it was in years past, research indicates that what consumers expect from a sales person has remained unchanged. In essence, consumers want to be comfortable working with the producer; they want to be listened to and want to work with someone who is straightforward, honest, knowledgeable, trustworthy and competent. More importantly, they want the sales person to make the transaction happen with as much ease as possible.
In a broader context, what this boils down to is simply wanting and demanding that producers be true professionals in this industry.

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