Only target people who are interested in your product . 12 . Don 't let research make the decision for you . 13 . Make your client a bona fide , real-life hero . 14 . Run interference for your budding superstars . 15 . Make it too good of a deal on purpose . 16 . Feel free to butt into other departments . 17 . Differentiate between big and little customers . 18 . When the going gets rough , increase expenses that are not fixed , like salespeople . 19 . Jumping higher than you think...