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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 9LEVERAGING RELATIONSHIPS AND RESULTS THROUGH SOCIAL NETWORKING

Social Networking

In the Introduction to this book, I made reference to the Selling to Senior Executives study (Kenan-Flagler Business School, University of North Carolina). This study revealed that decision makers and senior executives are much more likely to meet with salespeople who were referred by someone either inside or outside the company. I’m going to share the aggregated responses with you. These executives indicated that 84 percent of the time they would engage with a salesperson if it was as a result of a referral. It doesn’t take a genius to conclude that obtaining referrals might be good for prospecting and business development efforts! But what if you don’t ...

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