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Customers usually don’t hesitate to buy because of price; they hesitate to buy because of worry. They worry about all the “what-ifs.” If you offer a rock-solid guarantee on what you sell, removing all risk from your customer, you’re sales will likely increase in dramatic fashion.

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If you’re not getting some occasional complaints that your prices are too high you probably aren’t charging enough. If you’re winning every job without so much as a question about your pricing, I guarantee your prices are too low and you are not charging what you’re worth.

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When you focus on serving others and provide real value and solutions, growth and profits will follow, in any economy. Focus on getting customers and making sales and the opposite will likely occur. The first strategy requires more patience and determination, but in the end you’ll have a much stronger business that not only weathers…

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