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Lethal force: Selling Non-Gun Self-Defense Products by ProQuest

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If, on the other hand, customers leave with some means of self-defense, something that makes them feel safer, more secure and more confident with a "weapon" of some sort, you've developed a new regular customer. You are the one who purveyed the instrument of their newfound confidence. You are the one who proved you understood their needs, and therefore you are the one they'll come back to when they're ready for the next step, and the next.

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