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Lesson #5: Never Lose Sight of Your Fans
Reflecting on his tremendous success of the decades, Steinbrenner says, “It's an incredible achievement, particularly when I remember that when I bought the Yankees, we had trouble drawing 1 million to the stadium. We have the greatest fans in the world.”

How to Get Salespeople to Stop Resisting Change
So what can you do about resistance? For starters, don't accept it. I'm not suggesting that you should fight with your salespeople. Im suggesting that you shouldn't give up. Have ongoing discussions with resistant salespeople about:

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Customers Needs-The One and Only Way to Know For Sure What To Sell
If it were up to me there would only be two or three flavors of ice cream ever created. If you don't love chocolate chip and strawberry ice cream it is a good thing for you my tastes and desires aren't the holy grail of what sells! Don't let your preferences and desires determine what you sell. And for your businesses sake, don't assume that your preferences are shared by your customer. Desire and motivation is unique to each of us. Even if we ultimately purchase the same product we often do so for very different reasons and therefore need to be marketed to differently.

GOOD CUSTOMER SERVICE
I could just tell by the look of them they were going to be difficult. There were going to want to split their meals, order a half salad, half French fries. They were the type that when they ordered a strawberry sundae it they would make some ridiculous request for a dab of whipping cream. Not a dollop. And God help her if one of them orders a milkshake. She’d be at the milkshake maker up to her elbows in chocolate ice cream.

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