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Sales Tip - Needs Differ for Prospects, Existing Customers

Recent research shows that treating prospects the same way you treat existing customers may be a major mistake. About 70% of prospects taking part in the survey said they wanted different things than existing customers look for.

The survey also reported that what salespeople do to please prospects may not work for existing customers.

Salespeople who deliver the same presentation to prospects and customers may be missing one of their targets. Those who understand the differences in their prospects' and customers' buying criteria and adjust accordingly score the highest returns on their sales efforts, according to the survey.

Source: Adapted from Relevant Selling, by Jaynie L. Smith