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I’ve heard prospects tell me something that, at first pass, seemed to mean one thing. But upon closer inspection it turns out it wasn’t at all what I had thought they meant. For instance, “We’re weak in lead generation.” In sales and marketing the term lead generation means lots of different things to lots of different people. Does it mean?
· We don’t do enough advertising.
· We don’t have enough people making cold calls.
· We don’t know what to do when a lead comes in.
· We don’t act quickly enough on leads that come in from the web.
You have to pay close attention for these nebulous words or phrases. In other words, you have to LISTEN. If you’re too busy thinking of what you’re going to say next you’ll miss it. Focus on what your prospect says and seek clarification. Let’s be perfectly clear on that!
Sales Homework – List three words or phrases in your industry that prospects use in different ways for which you have to ask, “The term ________________ means different things to different people. What does it mean to you?”
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