Customers can buy the same products you sell from dozens of other local and national retailers and on the Internet. So, why would they buy from you? In his book, Why Should Someone Do Business With You…Rather Than Someone Else?, Sam Geist first explored the importance of analyzing the drivers that lead customers to choose one dealer over others. You may be making a huge mistake if you aren’t continually trying to find out why consumers do—and do not—buy from you. Buyers ask the question hundreds of times in the course of making a major purchase. Look at the places you frequent—your favorite stores or restaurants.

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