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Winning New Business by Richard Denny

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6

Hook the Fish

The toughest challenge for the business winner in the current trading environment is to get a meeting with a decision maker. My fishing friends tell me this is very similar to their biggest challenge – to hook the fish. They say that in order to do so you must have the right bait for the type of fish you want to catch. Those who fly fish can have dozens of different flies, but once they have a fish on the line the fish is invariably landed. Yes of course there is great skill in landing the fish, but the real preparation and effort goes into getting the fish to take the bait. We shall talk more about ‘the one that got away’ in Chapter 8.

Winning business is no different. Planning and developing a strategy to win new clients is ...

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