Ira Friedman

Joe Paone is director of content for CTPG. jpaone@napco.com

Bay Audio this week announced the arrival of its new PTM+ home theater speaker product, which it touts as "the combination of strong science and a touch of artistry."

Everything in Robert Owens’ background led him to a love of electronics and prepared him well for the custom trade he has so successfully plied as proprietor of Baton Rouge, La.’s Acadian Custom Installations. But nothing in his background readied him for certain events flowing from an unfortunate partnership—nor for all the challenges to both his business and to his many meticulously built client relationships that arose in the wake of that experience. Owens, who has since gotten back on track and even exceeded his earlier business achievements, says he received a bruising object lesson in why it’s important to thoroughly vet all

Editor’s Note: In August 2007, Ira kicked off his series of education columns. This month, he encourages you to be creative and to share your enthusiasm with your clients. n Part 12: At this point in the Companion Selling process you’ve discussed the project with your prospect. You’ve shared some of your Secrets List. You’ve developed a Performance List, you’ve Ballparked, and you’ve established a budget the client is comfortable with. Refer back to previous columns in this magazine (or at www.customretailer.net) for a refresher. Time to Build Desire Companion Selling is a shared process. You are the trail leader walking through the

Editor’s Note: In August 2007, Ira kicked off his series of education columns. This month, he encourages you to be creative and to share your enthusiasm with your clients.
n Part 12:
At this point in the Companion Selling process you’ve discussed the project with your prospect. You’ve shared some of your Secrets List. You’ve developed a Performance List, you’ve Ballparked, and you’ve established a budget the client is comfortable with. Refer back to previous columns in this magazine (or at www.customretailer.net) for a refresher.

Time to Build Desire
Companion Selling is a shared process. You are the trail leader walking through the

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