Joe mengusulkan agar setiap salesman memperlakukan pelanggan layaknya teman baik, bukan sebagai objek transaksi. Tersenyum lepas serta mengenal teman, keluarga dan hobi dapat membangun pertemanan. Dale Carnegie dalam bukunya, How to Win Friends and Influence People, menekankan pentingnya relationship. Kita ingin diperlakukan sebagai orang penting dan spesial seperti halnya ketika berada di antara teman dan sahabat.

-Dedy Budiman

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