Relax your shoulders and pull your head slightly back. Close your eyes slightly and consider the following scenario: You are solely responsible for the sales of one-off products. Although you may have a dozen (or more) instances of products that fit into the same general category, each product you sell is unique. Your products combine practicality with aspiration, and are parts of your customers’ lives for years, sometimes even decades. Indeed, these products represent the single most important purchase most of your customers will ever make.

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