h, the mysterious merchant. You've been working with one for years and all of a sudden he turns on you, switching his account with no explanation. Another refuses to sign with you, another is demanding and yet another acts like your best friend.

What is driving the people behind these businesses? How do they make their decisions? You've given them information, service, good pricing-everything they need and want, but you still can't seem to keep them all happy. What's the story?

Try to put yourself in the merchant's place. Do you usually purchase your groceries at the same store? Why do you consistently choose to shop there? Perhaps the location is convenient, the parking is accessible, or the checkout lines move quickly.

The point is that grocery stores generally carry the same items. The difference isn't in what you buy, but where you choose to buy them.

The same applies to many of the services and equipment you sell. Some companies and sales agents provide services or features that others don't but, all in all, they are relatively similar.

The difference is you, the sales professional. You may be the only person that this prospect ever meets from your company or the companies you represent. You are the unique reason they should choose to give you a sale.

The merchant is looking for your attention and wants to know that if he or she needs service, you will be there. This is especially true for small merchants, who can't afford to wait for assistance with a problem. Their livelihood depends on the customer service you provide-slip up even once and they may look elsewhere.

Your skill, your cooperation and your caring are what make your company's product stand head and shoulders above the rest and will help crack the case of the mysterious merchant.