While we're ruining our business's reputation and destroying customer loyalty, let's go all the way and wipe our pipeline of future sales as well. This one is even easier.

All you have to do is make sure every single bit of your customer communications is focused on your features and functionalities.

Here's the thought behind this ingenious idea.

We all know the customer isn't that important. Hell, they're just a pawn in the game. Of real importance is us - our problems, our company, our opportunities, and above all our products and services. We spent countless hours and money developing our products and service, we should be proud of them. And we should talk about them tirelessly. It's all about us.

Once the customer hears how great we are, they'd be fools not to buy from us. In fact, let's call them fools if they don't buy. If they don't buy, they're probably too stupid to get it anyway.

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As absurd as the above seems, it happens all the time. Whether conscious or subconscious, sales people love to talk about their company, products, and services. They love themselves so much, they forget about the customer. Then when the customer doesn't buy, they tell their sales manager the customer is incompetent.

Here's the lesson.

It's only about the customer - their opportunities and their problems. Our speeds, feeds, features, and functionalities don't matter. And if the customer doesn't buy, they aren't stupid...more likely, we are.