CHAPTER 9
Best Practices for Making the Initial Contact
Whether it is a name your marketing department gave you or a name you identified as a potential lead, there comes a time for you to make initial contact. The old expression we’ve all heard is true: initial impressions make a lasting impression. I don’t say this to scare anyone away from making a call or sending an email—in sales, until you make contact nothing happens. What I’m saying is you do need to make sure your initial contact contains something that will benefit the other person.
Your Prospects Don’t Care about You
Too many salespeople make the mistake of thinking the initial call must be about themselves or their company. Unless you’re somebody famous or you have a product everyone ...
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