While classic sales techniques push you to close the sale, patience pays.

When does a prospect become a customer? That depends on what you are selling. Impulse items can turn a prospect into a customer in seconds. How much pondering did it take to decide wintergreen or spearmint for the breath mints?

However major purchases like a house or fine furniture require much more thought and therefore those who sell these items must be patient. When I bought my house, Jane Smith showed me dozens of houses before I found my current home. Jane took time to understand who I was and what my needs were (especially the need for my home office to be far away from my teen-aged kid's music). Jane and all good real estate agents understand patient selling.

Last week at the USM Institute for Family Owned Business seminar I got to talk to the Hustons, a father and son who make beautiful hand made furniture. We discussed how they often talk to a customer for months to help them select the right furniture for their home or office.

The goal is to get a sale-- a sale that makes the customer happy. No one wants buyer's remorse. Often, patience pays.

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