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Selling Tactics
The Changing Customer Expectations
By Timothy F. Bednarz, PhD, American Management Development Group

Sales people tend to be internally focused, concentrating on the accomplishment at the task at hand. This is normally landing the next sale.

The customer on the other hand has a very different focus. They are concentrating on obtaining a solution that delivers value for either themselves or their company.

This is a continual source of conflict and it is the sales person who loses. The customer has changed and has become more sophisticated with increased expectations from the products they buy and the vendors they do business with.

Implications to the Sales Person

Customers are seeking allies to develop an on-going relationship. They neither have the time nor the patience to deal with a confrontational sales person who attempts to bully them into a sale.

This is specifically why terms like customer focused, partnering and long term selling are increasing in popularity. Except there are specific strategies behind these words which focus on the customer.

Additionally, they expect a great deal more from the people they do business with. It is important you recognize these expectations exist and that you take the appropriate action to meet them.

The Application

What does the typical customer expect from you? Specifically they are seeking the following characteristics:


They expect the sales person to be honest in their words and actions. The days of acceptable

Copyright ©2001 by Timothy F. Bednarz,PhD All Rights Reserved

Timothy F. Bednarz, PhD is the Principal Partner of the American Management Development Group. He can be reached at 800.654-4935 or Find out more at

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