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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 10PROSPECTING METHODS

If you are new to sales or even if you are an experienced salesperson, chances are that you are not too fond of prospecting for new business. Wait—that’s too kind—you despise prospecting.

That is understandable because, quite frankly, prospecting is an activity that most salespeople and their sponsoring organizations as a whole do exactly the wrong way. They focus on closing and servicing accounts, taking for granted that “anyone can prospect” and that prospecting is somehow as fundamental as breathing. The fact of the matter is that it is not that easy—but it is vital. As I’ve stated earlier, prospecting and business development lead to selling.

Unfortunately, up until now there has been little or no training offered ...

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