"The customer is always right," is a cliche as familiar to the salesperson as "don't call us, we'll call you."

Although it has an element of truth, a successful sales must satisfy more than just the customer. All parties, the customer, the supplying company, and the salesperson must have their needs met before the sales can be termed a success. The different needs to be reconciled prior to a successful sales transaction include the customer's need for a good buy, the salesman's need for success, and the company's need for continued growth.



Let's examine the tug of war waged around the salesperson. Restrictions put on salespeople by their own companies often leave them caught at the same time between the two power factions of Parent Company and Customer. Customers enjoy power in the buying process and some may try to squeeze the salesperson to get the most for their company or for the thrill involved in psychological gamesmanship.