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clients. In one email he said, "Congratulations for your dutiful attention in making the yearly premium payments, which are guaranteed to continue at the same rate…." It went on to point out how the policy accumulates cash val- ues during the owner's lifetime. It was a wel- come reminder of why buying the policy was a prudent decision that deserved careful atten- tion. Both salespeople took ownership of their communication. Neither expected someone else to do it for them. Both recognized that the cus- tomers are theirs, and communicating with them is a key to their continued success. 7. Do the best thing. Eric Zelermyer, a sen- ior iOS developer at Resy Network in New York, points out in his "Why You Are Not Steve Jobs" article what made Jobs an icon. It was a "relentless devotion to minute improve- ments in product design [that] engendered, over time, the emotional attachment of many millions of so-called 'fanboys'." Apple under Steve Jobs "consistently placed the improvement of their products over easy temptations of short-term profit," says Zel- ermyer. More than once, he pushed the com- pany to the brink of bankruptcy rather than compromise this principle. For Steve Jobs the focus was never on the product as such; it was al- ways on the user experience. He went far beyond simply doing the right thing. It was all about doing the best thing. It's the same for salespeople and it results in what Apple has proven to be the Holy Grail of sales: not just fanboys, but customers for life. All of which suggests that salespeople would do well to recognize what customers are looking for today. Transparency and authenticity is what "clicks" with them. Building that sense of trust is the salesperson's "other job". John Graham of GrahamComm is a marketing and sales consultant and business writer. He publishes a free monthly eBulletin, "No Nonsense Marketing & Sales." Contact him at jgraham@grahamcomm. com, 617-774-9759 or johnrgraham.com. FEBRUARY 2015 21 THE JOURNAL T J EASY TO USE • NO MESS • PERMANENT • High-tech, super-aggressive adhesive • User-friendly product with easy-to-remove liner • Permanent and easy way to mend holes, cuts, and tears • Manufactured Home/RV repairs, vapor barriers, tarp repairs, etc. P R E M I U M B O T T O M B O A R D TA P E S SIZES PART NO. 2" - 18" ROLLS 2" X 180' FM-200T 2" X 108' FM-2108T *4" X 180' *FM-400T 4" X 108' FM-4108T *6" X 180' *FM-600T 6" X 108' FM-6108T 8" X 180' FM-800T 18" X 180' FM-1800 28" ROLLS *28" X 25' *FM-2825 28" X 50' FM-2850 28" X 100' FM-2800 ALSO AVAILABLE! DO-IT-YOURSELF KITS FM-2845 ZIPPERED ACCESS 18" X 18" TRAP-FLAP FM-1818 4" X 72" ZIP-STRIP FM-0472 6" X 72" ZIP-STRIP FM-0672 CUSTOM SIZES AVAILABLE! *DENOTES MOST POPULAR SIZES Look for the logo on the core of every roll of tape! THANK YOU FOR STICKING WITH FLEX-MEND! Visit FLEXMEND.COM for your nearest distributor, or for distribution opportunities, please call: 1.800.462.1775 F F No. 13 on Get It Quick Page Tri-State Distributors, Inc. We are a full line distributor for after market products. We are proud to offer Intertherm products, including Gas Furnaces, Heat Pumps, Air Conditioning, and More. Serving The Manufactured Housing Industry www.tri-statedistributors.com Whatever Your Heating/Cooling Needs... We Have You Covered! GREENVILLE, SC 1-800-303-4185 ROYSTON, GA 1-800-476-6164 AUGUSTA, GA 1-866-736-4560 GAINESVILLE, GA 1-800-866-1232 OCALA, FL 1-800-476-0172 COLLINS, MS 1-866-391-5535 No. 12 on Get It Quick Page v i s i t our website Visit our website. You can view our current issue as well as back issues, download our media package and subscription form, see our Editorial Calendar and Industry Links, plus more. tel: 706-655-2333 news@journalmfdhousing.com THE JOURNAL The Magazine for Manufactured & Modular Housing Professionals journalmfdhousing.com