The secret to becoming a great salesperson is the ability to put yourself in the customer’s shoes and give them the type of service that you would like to receive. Understanding how people form their perceptions can be a major factor in closing out a sale for Joe’s employees at Great Northern American. Once a sales professional interprets how customers perceive them, they can apply their expertise and use information they obtain to help them sell the products that customers want and need. An example would be one of Joe’s employees encountering a first time customer and noticing that the customer is very upbeat and loves to engage in small talk. Customers that love small talk would probably want the salesperson to explain more in depth about the product and provide more information about the product more so than a customer just calling in placing a bulk order. Forming good rapport and understanding your customer’s perceptions of you will make a salesperson very effective and sales will increase over time. This is considered impression management. Impression management has to be used by Joe’s employees when speaking with customers and suppliers. With Joe’s company the most important form of impression management would be self-promotion, which is the employee presenting themselves in a positive light (Hellriegel and Slocum. 2011. Pp.119). After the self-promotion takes place then certain steps have to be taken to close out the deal. Helping the customer perceive the deal being offered is a great value, explaining the benefits of the customer purchasing this particular product, and convincing the customer that the product is worth the money are all important in making a sale. Joe’s successful employees make good money off commission and know the importance