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I have learned over the years that very few companies systematically and relentlessly honor the fundamentals of marketing. That’s because all of the rules of marketing come back to the same free market principle: the economic authority of the consumer.
Sellers resist this principle, right up to the “going out of business” sale. Sellers are in business to feather their own nests. Most of them regard customers as a necessary evil. Their sales policies and practices reflect this.
So, for the benefit of sellers everywhere—and if you earn a living, you are a seller—here are the basics of successful selling. They all are an extension of this principle: “The customer, possessing money, holds the economic hammer.”
Editor’s note: We thought many of you would find this business lesson by Gary North to be interesting. Especially in a day when many evangelical Christians tend to think that Christianity is just about Bible reading, prayer, evangelism, etc. These are very important things, but Christianity is much more than that. It touches all areas of life. Hence, it is important for Christians – especially those in business – to be leading the way in offering the best product and customer service possible. This too brings glory to our Heavenly Father.