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The CustomerCentric Selling® Field Guide to Prospecting and Business Development: Techniques, Tools, and Exercises to Win More Business by Gary Walker

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Chapter 6PREPARATION

By failing to prepare, you are preparing to fail.

—BENJAMIN FRANKLIN, U.S. STATESMAN

Imagine trying to coach a team to a championship game victory without reviewing game films or developing a plan of attack—or in the spirit of a field guide, trying to hike up and through the Himalayas without supplies, a map, or training. We all recognize how foolish and dangerous those activities would be; yet when it comes to how to earn a living to fund our livelihood and provide security for our families, far too many salespeople treat preparation with the same level of disrespect. I believe that Benjamin Franklin was correct when he said, “By failing to prepare, you are preparing to fail.” However, if you become one of the few who does ...

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