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And while seeking out the opinions and perspectives of people like ourselves may lead to a more personal and familiar buying experience, what’s even more amazing is the impact those trusted sources have on conversion rates. B2B sales cycle data from Salesforce demonstrates that, when it comes to lead conversion, the interest that originates from customer and employee referrals converts to deals at rates fifty times higher than email campaigns!9 Furthermore, data from marketing automation giant Marketo indicates that leads originating from referrals convert to opportunities at rates of four times the average, and similar to the next three highest-converting lead sources combined (those being partner, inbound, and marketing-generated).10 My personal experience over the years greatly corroborates these statistics. For example, when I started my own sales practice, Cerebral Selling, I needed to have a logo designed. Around the same time, my friend had recently had a nice logo designed for his business. I asked him who he used, he told me, and I just did the same. No further research or investigation required. A short time later, I wanted to head out of town with my wife for an overnight trip to the beautiful Niagara wine region of Ontario to celebrate our anniversary. I didn’t know where to stay or which restaurant to go to, so instead of sifting through pages of online content and reviews, I asked a friend who runs a vineyard in the region. When he gave me his recommendations, I simply booked the places he told me. No questions asked. Were there better places to stay and eat? Potentially. Were there other creative design shops that could have generated equally if not more spectacular logos? More than likely. Do I care? Absolutely not! I love my logo and had a great anniversary outing, and feel secure in my decisions around both because of the feeling I received by selecting recommendations from people I trust. Both experiences are perfect examples of the prescriptive-led sales cycle we spoke about in chapter 2. This means that when it comes to your selling motion, one of the most unobtrusive, empathetic, and authentic ways to convert prospective buyers is simply to surround them with like-minded customers who love you.

I was clearing some plates off a table when I heard the familiar strum of guitar chords. My heart clenched painfully as I slowly made my way to the kitchen. Tonight was another open-mic night, and while I enjoyed having live music playing throughout the bar and dining room, I didn’t usually pay that much attention to it. But there was no way to miss this song. The deep, husky voice began crooning through the speakers as I came back out of the kitchen empty-handed. And I couldn’t shake the feeling that I knew that voice as I made my way to a spot where I could see the stage. I rubbed a hand over my aching chest and stopped suddenly when I saw Kash sitting on the stool in front of the mic with a guitar in his hands. What was he doing? Since when did he play guitar and sing? And why this song? His eyes searched the dining area and landed on me just as he began the first chorus of “I’ll Be.” Tears pricked the back of my eyes and my entire body warmed under his intense stare as he continued through words that meant more to me than he could have known. Not once did he take his eyes from me, and my mind and heart fought over my conflicting feelings. Part of me wanted to yell that he was the guy I’d been waiting for. That I was in love with him and was done being only his friend. The other part wanted to know why he was torturing me with this song. With everything else that had happened tonight and the fourth anniversary of my parents’ death less than two months away, I wanted to run away from there, to curl in a ball and mourn what I had lost and would never have. I couldn’t call my mom and tell her I’d met a guy whose presence alone made me dizzy. Who sang to me the same song Dad had always sung to her. I couldn’t tell my parents that no matter how hard I fought my feelings and pushed Kash away, I knew I’d met the man I wanted to marry. The haunting words drifted to an end, and soon the chords did too. When Kash was finished, he put the guitar on the stand and began walking in my direction. Throughout all of this, his eyes still hadn’t left mine. Before he could reach me, the bitter side of me won out and I turned on my heel and rushed back to my customers. I kept myself busy for the rest of the hour and whenever I had to go over to the bar, I made sure to go to Bryce’s side so I wouldn’t have to face Kash again. I knew I was being ridiculous, but if it had been any song other than that one, if it had been on a night that wasn’t wearing me completely down, I may have been brave enough to finally fight for what I wanted. But right now all I could think of was finishing out this shift at work and staying far from Logan Hendricks. Somehow, he knew how to get to me. And somehow, I knew that our being together was right. But especially after that morning, everything about him—and us together—scared me. And I wasn’t sure I could handle that right now. People say that being in love is amazing. They lie. It’s freaking terrifying.  

A typical contract in the archives of the merchant Francesco Datini (c. 1335-1410) stipulates that the insurers agree to assume the risks ‘of God, of the sea, of men of war, of fire, of jettison, of detainment by princes, by cities, or by any other person, of reprisals, of arrest, of whatever loss, peril, misfortune, impediment or sinister that might occur, with the exception of packing and customs’ until the insured goods are safely unloaded at their destination.13

The aim of marketing is to know and understand our customers so well that the product or service fits them and sells itself.” •   

The aim of marketing is to know and understand our customers so well that the product or service fits them and sells itself.

Balloons Lane is a small, family-owned and operated business that has been delivering helium balloons throughout the tri-state area for over 25 years. We take pride in our quality products and our friendly customer service. Our delivery area includes New York City, Long Island, and parts of New Jersey. We offer same-day delivery for orders placed before 12:00 PM EST. We carry a wide selection of helium balloons in all shapes and sizes, including birthday balloons, anniversary balloons, get well balloons, and more. We also have a large selection of balloon bouquets and arrangements.

The Eight Myths of Hanukah 1. Hanukah is the Jewish Christmas. False. How many times have I been asked, “Is Hanukah the Jewish Christmas?” Let me set the record straight. Christmas is the Jewish Christmas. Mary and Joseph were Jewish, Jesus was Jewish, and at least one of the Wise Men was Jewish — the one that brought the fur. 2. Hanukah is the holiest of Jewish holidays. False. Hanukah isn’t even a religious holiday. The holiest of Jewish holidays is April 24, Barbra Streisand’s birthday. The second holiest Jewish holiday is December 29, the wedding anniversary of Steve Lawrence and Eydie Gorme. 3. Hanukah is another Jewish holiday where they tried to kill us, they didn’t, so we eat. True. Also known as the Festival of Lights, Hanukah is an eight-day Jewish holiday commemorating the re-dedication of the Holy Temple (the Second Temple) in Jerusalem at the time of the Maccabean Revolt of the second century BCE, which brings us to ... 4. Hanukah commemorates the miracle that one day’s worth of oil lasted eight days in the Holy Temple. True. But, this is hardly a miracle because I witnessed my grandmother doing the same thing with one tea bag. 5. During Hanukah, children get a gift every night for eight days. False. If you grew up in my house, you got a gift the first night, then for seven nights, you heard about how awful it was to grow up during The Great Depression. The ritual of gift giving is actually very American, since Jewish children in this country are totally exposed to Christmas customs. 6. Hanukah is a holiday when Jewish people eat bland, colorless foods that are fried in oil and difficult to digest. True for ALL Jewish holidays. On Hanukah, we eat latkes (potato pancakes) or sufganiot, if you are Sephardic. Sufganiot are similar to jelly donuts. I am part Sephardic, so I like donuts, just not jelly ones. 7. There are many popular songs about Hanukah, and Jewish people know the words to all of them. False. Other than “Dreidel, Dreidel, Dreidel,” there are no other Hanukah songs we can sing, except for “The Hanukah Song,” by Adam Sandler, which brings us to Number 8 ... 8. Steve & Eydie and Barbra Streisand have recorded Hanukah albums. SO NOT TRUE! Would you believe Steve and Eydie have recorded a Christmas album, and Barbra has recorded not one but two Christmas albums?! And all those Christmas songs we hear on the radio are mostly written, and oftentimes performed, by Jews! Oy vay! This brings us back to myth Number 1, proving once again that Christmas is the Jewish Christmas! So, from my Trailer Park to Yours, here is wishing you a very Happy Jewish Christmas and a Merry Hanukah! 261

Ensure that the cash flow into the organisation is regular and long-term. Outstandings have to be reduced. Collections from customers should be in time. A good banking and accounting system should be in place. Monitor finance reports regularly to keep an eye on these.

A good leader knows that only committed employees run an organisation. They also are aware of the fact that only satisfied customers bring good business.

Following the Soviet invasion, the Communists, to their credit, passed decrees making girls’ education compulsory and abolishing certain oppressive tribal customs—such as the bride-price, a payment to the bride’s family in return for her hand in marriage. However, by massacring thousands of tribal elders, they paved the way for the “commanders” to step in as the new elite. Aided by American and Saudi patronage, extremism flourished. What had once been a social practice confined to areas deep in the hinterlands now became a political practice, which, according to ideologues, applied to the entire country. The modest gains of urban women were erased. “The first time a woman enters her husband’s house," Heela “told me about life in the countryside, “she wears white”—her wedding dress—“and the first time she leaves, she wears white”—the color of the Muslim funeral shroud. The rules of this arrangement were intricate and precise, and, it seemed to Heela, unchanged from time immemorial. In Uruzgan, a woman did not step outside her compound. In an emergency, she required the company of a male blood relative to leave, and then only with her father’s or husband’s permission. Even the sound of her voice carried a hint of subversion, so she was kept out of hearing range of unrelated males. When the man of the house was not present, boys were dispatched to greet visitors. Unrelated males also did not inquire directly about a female member of the house. Asking “How is your wife?” qualified as somewhere between uncomfortably impolite and downright boorish. The markers of a woman’s life—births, anniversaries, funerals, prayers, feasts—existed entirely within the four walls of her home. Gossip, hopscotching from living room to living room, was carried by husbands or sons.