I read The Art of the Soft Sell on Businessweek.com the other day.  Besides making me hungry for frozen yogurt, it was a great reminder that the best way to do business is by putting yourself in your customers’ shoes.  Customers nowadays aren’t just buying your product.  They’re buying the whole process – start to finish – including their interaction with you.  

How’s your service?  Is it friendly or is it pushing for the sale?  Are you acting as a friend and consultant or are you playing the role of a salesperson? 

How can you change the way you do business?