For years I have been promoting the concept that you must “humanize your selling strategy.” The short explanation for this plan is that you must match your sales approach to the individual or company who will buy your product. How will it benefit them? Let’s use envelopes as an example. What sets your very ordinary product apart from all the other envelopes that your customers can choose from? Your selling strategy. How you sell. The relationships you have built with the buyers. The pricing, quality and delivery that you are able to promise, and then the follow through. Because you’re not just selling envelopes. You are selling a person.

That strategy has been my ace in the hole for my entire selling career. And no matter how much the customers change, the formula continues to work.