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Selling Electronic Media by Ed Shane

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5

Casting the Net

Where do potential customers come from? You’ll remember that I asked that question at the beginning of the discussion of prospecting. The answer is that ideas for a prospect list come from the newspaper, radio and TV ads, the Yellow Pages, new business registration at government agencies, and from your personal networking.

In theory, any business that wants to remain in business is a potential customer for an advertising medium. As you read in the chapter on prospecting, the more often you cast your net, the more possible customers you find to add to your list.

An account list is no more than a “hunting license,” as sales trainer Chris Lytle calls it. The key, as you’ve learned, is the qualification process—discovering who is ...

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