17

Don’t Expect the Customer to
Do Your Homework

Don’t expect the customer to do your homework for you. They probably don’t have the time, interest, education, or training to do your job. Therefore, you must be prepared and knowledgeable about what you are selling before contacting the customer. Learn everything you can—not only about your product or service, but also the customer’s. If anything, you should be the one educating the customer about your product or service and its application, not the other way around.

Have you done all your homework concerning both your product or service and that of each of your customers?

If not, what sources can you use to become better educated about both?