When you ask people to describe the archetypal salesperson, the rug seller comes near the top of many lists. The pushy souk merchants tugging at every passing tourist begging, charming and then bullying customers to buy.
Abdelmajid Rais El Fenni, known as Majid, is different. He runs one of the most successful boutiques in the kasbah of Tangiers, selling rugs, lamps, silverware and embroidery to clients from all over the world.
He used to claw for business like his neighbours, who sell identical trinkets and rugs. But he soon realised that the way to succeed was not by haggling but by creating value around his products, telling stories and selling the very best things he could find.
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