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Business Planning: A Guide to Business Start-Up by David Butler

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Chapter 9   SalesChapter 9   andChapter 9   marketing

The vast majority of people who are setting out to start a new business can usually tell you about how their goods or services will be made or provided, what basic resources are needed and roughly what each item will cost, but their most common deficiency is a lack of marketing knowledge and sales skills. Unless they have worked in a marketing environment, they will often not know how to research their market and how to prepare a marketing plan. Similarly, without having worked in a sales capacity they are likely to be unaware of the skills needed to identify potential customers, to investigate and match their needs and to close the sale. In fact there are many who do not even realize that ...

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