I get newsletters, emails, etc... daily with helpful business information, ideas, stories, etc... The email I just received was about sales and it used an acronym - P E R C E I V E D - in regard to being an effective salesperson today is R & C... R - Rapport, Respect, Real World, Relaxed. These four key elements are what you must gain (rapport and respect) and be (real world and relaxed). C - Creative Ideas. For the customer. They include profit, productivity, and other values that are important to the customer. We're talking ideas - not brochures.