What you say is truly important

Please repeat after me: Business people are teachers.
What do I mean? That it’s our job to educate.
Who? Customers, clients, patients, employees.
Among many things, we teach English.
We teach the impact and importance of words.
Sales trainer Tom Hopkins taught me this.
He wrote the classic "How to Master the Art of Selling".
It was the first sales book I ever read — 25 years ago.
Tom taught me:
It’s not a cost or a price with the customer.
It’s an investment.
It’s not a contract.
It’s an agreement.
Words are important.
They can be friendly — or intimidating.
Investment and agreement are friendly.
Cost, price and contract are not.
Never forget that.
For more sales tips, see "How to Peel a Green Banana".
Click here to read about it.
Tomorrow we’ll talk about a special birthday cake.