Never forget that when you’re in a store, you have more than one type of customer. The retailer is your customer, and the consumer is the retailer’s customer. This entire concept of being sold on your products and services has really focused on the consumer, but you must remember to never ignore your customer: the retailer. Being sold on your company (whether manufacturer or MSO) means believing in your company enough to best represent, talk up, edify, and re-sell the retailer on your products, your services, and yourself. You can do this by doing the best job possible within the store, being helpful, and always having a positive attitude about your company and its products. Selling store managers on your company’s ability to deliver consistently great service to both them and their customers can only lead to great things (like incremental space) where sales opportunities exist, and cushioned landings when mistakes and failures occur.