CHAPTER FIVEStimulating Interest

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Stimulating interest is one of selling’s most important skills. Yet surprisingly, it’s one of the most underdeveloped and misunderstood. When asked to prospect—develop new business—our natural inclination is to find a likely buyer (preferably someone we know—it lowers the pressure) and begin selling. We sidestep stimulating interest. Selling is our real job, not stimulating interest, at least that’s what too many salespeople think. Stimulating interest is someone else’s job. It’s marketing’s job, or it belongs to telemarketers specialized in making first calls. We have sales quotas to meet.

Few would argue that ...

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