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The 100 greatest ideas for building the business of your dreams by Ken Langdon

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Idea 52

Business to business selling – never stop qualifying

There is a Chinese proverb that states, “Before you decide where you want to go and how you are going to get there, make sure you know exactly where you are now.” In business-to-business selling you have to add “and make sure everyone involved agrees.”

It is as important to qualify a prospect in business-to-business selling, as it is, if you’re selling pet insurance, to check that a consumer prospect has a cat or a dog. Professional account managers and sales people are constantly assessing the changing position of a campaign. They are listening for signs, sometimes obvious sometimes subtle, which tell them how they stand against the competition.

Let us assume you are selling a reasonably ...

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