Going custom: Sign on the dotted line

Joe Karbo's 1973 book, The Lazy Man's Way to Riches, is about an ordinary man's struggle to become a great salesman. In it, he dedicates his success to always trying to meet his customers' needs. To this end, Karbo identifies the motivating factors for why people make significant purchases.
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The four basic customer types

Over the years, we have been trained to understand the four basic personality types. Some use animals such as lions, monkeys, giraffes, and turtles to describe them. Others use words like, 'dominant,' 'expressive,' 'amiable,' and 'analytical.' This concept is very effective in understanding your customer and teaching you how...

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