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Writing at Current, an electronic goods trade magazine, Keri Algar asks Are your sales staff winning or killing the deal?

She interviews retail sales training expert Bob Johnson who says consumers sense insincerity and patronising attitudes can kill deals.

This makes sense. Then he says:

Customers come in different shapes, sizes, colours, dress types and age groups, but you need to keep in mind that they all have one thing in common…they have your money in their pocket and if you say the right things and do the right things, they just might give it back to you.

And I thought when I went into a shop I was carrying my own money.