The first impressions are important for steering the course of future interactions between organizations and their customers. Salespersons who can build long term relationships by selling experiences above products will reap the financial rewards in the future. Making money comes through helping customers feel positive affectivity toward the company, the salesperson, and its products in order to motivate them to seek future repeat of these positive experiences. The very first impression will determine the future of the customer-company relationship. Listing is important in creating the right interactive impression on the customer. Listening helps employees understand their customer and what they need. This is can be called impressions of affective and cognitive empathy (Pryor, Malshe, & Paradise, 2013). It means that listening to customers not only provides an impression that the company wants to serve their needs but also allows for the accurate servicing of those needs.
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