His primary objective was to use sales as a way to better serve the customer, knowing the end result would be more sales. It is important to always tell the truth. I always teach that the single most important thing you can do is to tell the customer what you can't do. Everybody else will only say what they can do and most will overcommit their true capabilities. It is how we respond to this that ultimately builds trust with the customer.
Credibility is such an important word.
Corporations are made of people and people have long memories. You can spend your whole career undoing simple mistakes. He joined TEA in April of 1997 as the President. Under his leadership, TEA's domestic sales have quadrupled. Barry's sales savvy may be attributed, in part, to his understanding of the importance of securing the respect and trust of potential customers and partners early in the sales cycle.