t may be a new selling game out there, but some rules still apply and the golden rule of sales success is service. What makes the difference between a good salesperson and a great salesperson? The great ones make service a way of life. They understand what makes people loyal. They understand that service is a feeling. They never forget how it feels to get good service, and they're always eager to give that feeling to others.

Great service is equivalent to friendliness, helpfulness and a positive attitude at all times. Success in delivering great service is measured not by your opinion but rather by other people's perceptions.

One of the most valuable rewards of service is that it builds lasting relationships. If you're dedicated to forming relationships rather than finding quick revenue, consider the following service-building guidelines:

• Work for your customers' success, not your own. When faced with little differences in products or service, merchants will pick providers who have their best interests at heart.

• Every contact counts, so make every contact pleasant.

• Extend a helping hand, no matter what the situation. It may not result in an immediate sale, but it will establish a bond or strengthen an existing one.

• "Yes" translates to success. Don't refuse a customer's request. You're a professional. You can find a way to make it happen.

• Service is about listening. When you're done speaking, customers will start talking ... and that's when you'll discover what they really need.

• Stay close to the customers you already service as well as prospects. Call or e-mail regularly, even if it's just to say hello. Out of sight translates to out of mind.

• In tough times, let go of "I have to do this for me" and embrace "How can I help this merchant get what he wants?" The most successful salespeople dedicate themselves to helping others reach their goals.