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Assumptions are the enemy. Do you really know why your customers buy from you? Are you sure they aren't buying from your competitors too? Do you know what your customer's buying criteria is and how they evaluate who gets their dollars?

Most business owners and sales professionals will answer "Yes" to these questions. But I say "What you know ain't necessarily so".  And getting it wrong is very expensive and can make the difference between going to the bank and going out of business.