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... Selling Attitude (PSA) is a fundamental approach to making sales. PSA is emerging from a clear understanding of how customers think, as well as from the expectations of suppliers and vendors. Only those who are brutally honest with themselves really make it in sales - this means admitting that it is getting more difficult to "make the sale." The obstacles to success are everywhere. Automated telephone systems serve as an impenetrable wall. The fear of making a wrong decision creates endless delays and false starts. The world is moving forward - which rules out the possibility of ever having a replay of the past. Those waiting for the economy to shake off the recession blues and customers to start buying again are probably going to be in for a surprise. It's a new game in a different stadium filled with a new group of fans. Everything previously known applies only in new ways, with new slants and new twists. For instance, the idea that meeting a customer's expectations is the way to get and keep business has become the commonly accepted starting point, not the goal. A customer's primary interest is the vendor company, not the particular product or service being purchased. What the customer is buying' today is a partner. If an agency or brokerage is not selling partnering, it's not going to make sales. To dramatize the selling situation, the so-called tried-and-true axioms of sales have been canceled. They're history, and those who continue to act as if the old axioms are still true will also become dust. The following are components of PSA: Customers are more important ...

...n involved in building municipal stadiums and arenas. After the sale by the co...