-- They are smart, insecure, caring, direct, confident and suspicious. -- They've seen every sales trick in the book and hate most of them. -- They are the vanguard of the consumer culture, so marketers and sales people have been trying to sell to them since they saw their first cereal commercial on a 12 inch black and white TV (before cable). -- Sales tricks and pressure tactics do nothing but insult them. -- They not only know the value of a dollar, but they also know the value of a penny. They'll buy a $1,000 suit at Nordstrom's, then stop at Wal-Mart for socks."If they are so difficult, why bother with them?" Howard asked. "The short answer is because that's where the money is. They are a lot of work for salespeople, but if you can earn their trust and confidence, they will be the best customers you ever had." About Steve Howard Steve Howard, author of "Boomer Selling," from ACTion Press (www.boomerselling.com) is an internationally known consultant, speaker and author. In 1985 Steve founded The ACT Group, Inc. The foundation of the firm's success is the 4-day "No-Pressure Selling®" training program that helps manufactures, distributors and sales consultants "Increase Profits Through Knowledge."™
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