Please note: this post first appeared on the NPR Planet Money series. It is available to listen to here.

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…Okay, did repeating ‘listener’ over and over again annoy you or make you uncomfortable? If so, at what point? Well, the answer usually depends on the person.

Repeating a customer’s name is a common practice among salespeople because it can build trust with the customer which means they may become more likely to spend their money with you.

Harvard marketing professor Frank Cespedes says the strategy is backed up by science, and is important, especially when it comes to one particular category of sales.

sales managment that works

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