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It’s a rare day when a business owner doesn’t get a sales call or solicitation email. The vast majority of these are generic cold calls or cold emails. Some may have your name in them but most don’t even have that. Some make it abundantly clear that they don’t know the first thing about your business. If you don’t know about your potential client, how can you claim to be able to help them?

When reaching out to potential clients, you need to show that you understand what they do and why they need your services. Research your prospects before reaching out to them. They want to know what is in it for them. You need to be specific about how your services can assist them in achieving their goals.

You should be able to tell people who can benefit from your service. Here’s a int: the wrong answer is everyone. No matter how good your product or service is, there are only specific people who can use it. You may have different products that help different people. When talking to different prospects, you need to know what your prospects need, not just what you want to sell them.

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