The Best Sales Tip I Ever Got...

"The Best Sales Tip I Ever Got. . ."

Mark Thatcher, president and owner, Teva Sports Sandals Inc., a Flagstaff, Arizona, sports sandal manufacturer:

I don't remember whether anyone gave me this advice or I discovered it, but I found the best way to get a new product into the marketplace is to go directly to the consumer. The same store buyers who reject your product will be the first ones to ask for it once the consumer asks them for it.

I started by selling my sandals wholesale directly to river boatmen. Once passengers saw the boatmen wearing them, they went to stores and requested the sandals. Then the store buyers started calling me.

Sydell Miller, chair and CEO, Matrix Essentials Inc., a Solon, Ohio-based manufacturer of hair-care products:

The best tip I ever got was 'Find a way.' If you understand your customers and their needs, you can always find a way to meet those needs. The end result is you get the sale. Matrix was founded on the belief that whatever had to be done, we could find a way. This helped us become a team and strengthened our ability to cope with the tremendous growth Matrix has experienced through the years.

Michael Viner, co-founder (with wife Deborah Raffin) and president, Dove Audio/Dove Books in Beverly Hills, California:

Bestselling author Dr. Edward de Bono told me this story: Two boys were walking through the woods when they noticed a bear running toward them. They took off running as fast as they could. Suddenly, one of the boys stopped, threw down his backpack, pulled out his tennis shoes and put them on.

'What are you doing?!' screamed the second boy. 'Those tennis shoes won't help you outrun the bear!'

'I don't need to outrun the bear,' the first boy replied. 'I only need to outrun you.'

From this I learned you always have to be aware of your competition.

Patricia Gallup, chair and CEO, PC Connection Inc., a Marlow, New Hampshire-based computer direct-marketing company:

The best sales tip, and one every PC Connection employee receives in training, is 'Listen to your customers, and use available resources creatively to meet their needs.' Feedback from customers has helped drive our service innovations, and as a result we are constantly pioneering new ways to make our services more responsive, personal and satisfying.

Dee Ray, co-founder (with husband Rick), Raycom Inc., a Charlotte, North Carolina, TV production and broadcasting company:

Never sell a person something [he or she] doesn't need, and don't underdeliver what they do need. That tip caused us to look closer at our clients' needs and made us more aware of the need to partner with them.

George Zimmer, founder and president, Men's Wearhouse, a discount retail clothier based in Fremont, California:

Treat all customers the way you would treat your best friend, and you will have a customer for life.

--Stephanie Osowski