Ask questions. Ask questions. Ask questions. If you do not, you can lose a sale. That's just one of the lessons I learned after reading the diary of a customer. OK, it wasn't actually a diary. Rather, they were e-mails sent to me from a friend. Let me explain.
A friend contacted me recently, asking for some advice regarding central air conditioning. The heat was getting to him, so he wanted to put in central air in his house. He wanted to know the best brand, best contractor in his area, and everything in between. Rather than give him a straight answer, I passed along some possibilities, asked him to do his homework by examining some Websites, and then gave him the name of a few contractors in his area that he could look into.