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13 Things Your Customers Want You to Know

Keep these simple facts in mind to build solid, long-term relationships with your customers.

Selling is more than a financial transaction; it's a personal interchange between two human beings–one that ideally leads to a long-term business relationship.

Sales guru Jerry Acuff once sent me a list of what he called "13 fundamental facts about human beings."

If you want to build solid customer relationships with your customers, keep these simple facts in mind:

1. Customers want to feel important.
2. Customers crave to be appreciated.
3. Customers are not particularly interested in you.
4. Customers want two things in life:  Success and happiness.
5. Customers want you to truly listen.
6. Customers will not connect unless they feel valued by you.
7. Customers buy emotionally and defend logically.
8. Customers have, on average, a very short attention span.
9. Customers enjoy people with whom they share common interests.
10. Customers want to be understood.
11. Customers are drawn to those who show genuine interest.
12. Customers love to teach things that they know.
13. Customers want help in some aspect of their life.

I need hardly point out that Jerry's facts about customers are also true of everyone else in your life, whether at work or at home.

And I honestly believe this list offers a roadmap for making other people happy–which is, after all, the quickest way in the world to achieve success.

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Last updated: May 11, 2012


Geoffrey James, a contributing editor for, is an author, speaker, and award-winning blogger. Originally a system architect, brand manager, and industry analyst inside two Fortune 100 companies, he's interviewed more than a thousand successful executives, managers, entrepreneurs, and gurus to discover how business really works. His most recent book is Business Without the Bullsh*t: 49 Secrets and Shortcuts You Need to Know. If you enjoyed this post, sign up for the free weekly Sales Source newsletter.

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