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Beyond the Sales Process by Dave Stein, Steve Andersen

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STRATEGY 1

Research the Organization: Becoming a Student of Your Customer

With your customer in mind, it’s time to plunge into Engage/Win/ Grow. You may be surprised to learn that it begins in a sparsely populated area known as the pre-opportunity phase, before a potential sale has even started to take shape. In this phase, you’re not responding or reacting to a formal request for information about a product or service to fulfill a specific need, because no one is buying at the moment. You’re simply doing some homework, and the subject area is your customer, or a prospective customer, if you haven’t done business together before.

Pre-opportunity is when many salespeople and account managers don’t pay attention to their customers. That’s a mistake, ...

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