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Questions that Sell, 2nd Edition by Paul Cherry

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CHAPTER

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18

Accountability Questions

Hold Buyers’ Feet to the Fire—and Have Them Love You for It

BUYERS DEMAND ACCOUNTABILITY from sellers. They expect you to honor your word, deliver what you promised, disclose any potential drawbacks to your product, warn you about problems, and generally tell the truth.

Salespeople often don’t hold buyers to the same standard. “The customer is always right,” they think. “He who pays the piper calls the tune.” They assume that as long as buyers sign the check, we have no right to expect anything further from them.

I disagree.

For one thing, buyers aren’t giving you money out of charity or the goodness of their ...

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