Chapter 12. How to Leverage Your Success

The first 11 chapters of this book outlined an approach to business development and prospecting that can be employed by anyone, even if it is your first day in sales. Ultimately, however, you will make a sale, and this chapter will teach you how to leverage your success to create additional sales opportunities. The key to this approach is to have an existing customer for whom you have performed well endorse your product or service.

An endorsement is the use of one person as a reference for the credibility of another. We see this all the time on TV. Companies pay millions of dollars to have movie, television, and sports stars endorse their products. The reason they do this is that people assume that if ...

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