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I am the dumb one in the family. I am not sure they all know this, but by comparison, I feel I am.

One of my cousins is a cardiologist. Arman is not your typical “let’s make rounds and visit patients” kind of doctor. He has it all. His bedside manner is in a class by itself, where you feel like you’ve known him your whole life. Arman’s soothing personality makes patients feel like he is their friend and is truly looking out for them. He is a regular guy whose favorite movies are “300” and “Star Trek,” and he can talk about television or movies all day.

Here’s the part where I am amazed. He is brilliant and his research proves it. He has written books, articles, journals and anything else that can be published. He has a beautiful wife and adorable kids. He is the kind of guy you want to hate, because you just can’t measure up to his incredible talents and joy for life. Seriously, we all love him and he is so wonderful to be around.

Anyway, during one of our family dinners he said something so profound, I sat back and was kind of blown away at the power, as well as the simplicity of his remark. We were talking about the aging of the population and how much money is spent on health care, especially in the final year or stages of someone’s life. I have been told that we spend 80% of our health care in our last year of living.

He then said, “Isn’t it amazing that doctors do things to patients and not for them. In other words, rather than always making the patient comfortable and really doing what is best for them, sometimes doctors choose the science or the procedure over life qualities. I know we can have a long discussion on this subject, but in a second, you will see why I bring up this topic.

I started to think of this quite heavy, yet philosophical dilemma, and then it hit me. Wow, imagine if a true professional salesperson could have the same concept while he or she were selling to clients or customers.

It was clear and simple. Most salespeople sell to customers, and not for them. The typical salesperson is selling what is best for themselves and does not always have the best interests of the customer in the agenda.

Imagine if salespeople were really taught to sell only what is best for the customer. This way, the salesperson would not think about a quota or commission or anything that concerned themselves or their job. They would be truly trained to only focus on the customer and what was best for their situation.

That is the kind of salesperson I would want to buy from, one who is always putting the customer first. I guarantee anyone reading this will be hard-pressed to have dealt with a salesperson who really put the customer or client first, without any compromise or hesitation.

With that sort of training and moral fortitude, salespeople would have a far better reputation and would have a ton more referrals.

Here is my challenge to anyone who wants to be different. Think like my cousin, Arman, and put your patient, I mean customer, first and sit back and watch the way your sales grow and how people will really start to trust you.

Hal Becker is a nationally known speaker on sales and customer service. He is the author of numerous business books including two national best sellers “Can I Have 5 Minutes Of Your Time?” and “Lip Service.” Hal’s newest book on sales is titled “Ultimate Sales Book.” He can be reached at


Letters, commentaries and opinions appearing in the Cleveland Jewish News do not necessarily reflect the opinions of the Cleveland Jewish Publication Company, its board, officers or staff.

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