Forty years of empirical research in prospecting shows the hesitation to initiate first contact with prospective buyers on a consistent daily basis is responsible for the failure of more competent, motivated and capable sales people than any other single factor. The fear of prospecting can cost an average of 15 new units of business per month per sales person. Prospecting is not the most important skill in selling but it is the thing that has to happen before anything else.
Sue Barrett
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