All experienced salespeople are skilled at communicating care for the customer during the sales cycle. It is still true that for some (and indeed, far too many) salespeople, customer care is a hypocrisy: they pretend to care about the customers’ needs when in fact they do not. They have become extremely effective at creating the illusion of customer care — so much so that from the customer’s perspective, it is no longer possible to choose one option over another because of the perceived level of care. Sales people who think they are differentiating themselves by caring about the customer are deluding themselves.
