,OOK 0ROFESSIONAL)T IS IMPORTANT TO lT IN WITH THE CUSTOMERS IMAGE OF APERSON THEY ENJOY TALKING TO AND WORKING WITH )F YOU ARESELLING TO PEOPLE WHO TRADITIONALLY WEAR SUITS AND TIES THENDRESS ACCORDINGLY IF YOU ARE A SALESPERSON IN A CLOTHINGBOUTIQUE YOU MAY BE ABLE TO DRESS MORE CASUALLY )N ALLCASES HOWEVER THE KEY IS TO LOOK CLEAN NEAT ANDPOLISHED ! PROFESSIONAL APPEARANCE WILL ENSURE THAT YOURPROSPECTIVE CUSTOMER TAKES YOU SERIOUSLY FROM THE START
$EVELOP #ONlDENCE-OST SALESPEOPLE FEEL SOME ANXIETY WHEN THEY ARE NEW TOTHE PROFESSION 4HE TRICK IS TO CONVERT THAT ENERGY INTO AMORE USEFUL EMOTION +EEP A POSITIVE MENTAL ATTITUDEBELIEVE THAT YOU AND YOUR PRODUCTS AND SERVICES CANIMPROVE THE BUSINESSES AND LIVES OF YOUR CUSTOMERS )N ACOMPETITIVE POSITION THIS SELF BELIEF CAN BE THE DIFFERENCEBETWEEN WINNING THE ORDER AND LOSING OUT TO A COMPETITOR

THINK
3-!244O OVERCOME ANY NERVES YOU MAY FEEL WHEN MEETING ANEW PROSPECT AND TO APPEAR MORE CONlDENT SIMPLYPRETEND THAT YOU ARE MEETING AN OLD FRIEND)MAGINE THAT THE PROSPECT IS AN OLD ACQUAINTANCE THAT YOUHAVENT SEEN FOR MANY YEARS 9OU ARE PLEASED TO SEE THE FRIENDAGAIN AND CURIOUS TO lND OUT WHAT HE OR SHE HAS BEEN UP TOSINCE YOU LAST MET !DOPT THIS ATTITUDE FROM THE OUTSET AND THECONVERSATION SHOULD SOON START TO mOW NATURALLY
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-AKE AN )MPACT! GOOD UPRIGHT STANCE DIRECT EYE CONTACT AND A lRMHANDSHAKE GIVE AN IMPRESSION OF CONlDENCE WHEN YOUMEET NEW PROSPECTS ! NEAT APPEARANCE AND EXCELLENTMANNERS ENSURE THAT YOU MAKE A POSITIVE lRST IMPRESSION
0OSTURE 3TAND UPRIGHTBUT RELAXED AND AVOIDHUNCHING YOUR SHOULDERSOR HANGING YOUR HEAD $ONOT CROSS YOUR ARMSTHIS CAN LOOK DEFENSIVE
(ANDSHAKE +EEP YOURPALMS ANGLED SLIGHTLYUPWARD AS YOU MOVE TOSHAKE HANDS !DOPT AHANDSHAKE THAT IS lRMWITHOUT BEING CRUSHING
%YE CONTACT -AKEREGULAR EYE CONTACT WHENTALKING OR LISTENING TOINDICATE THAT YOU AREHONEST AND CONlDENT"E CAREFUL NOT TO STARE
4)0 "EFORE MEETING WITH POTENTIAL CUSTOMERS TAKEA MOMENT TO THINK BACK OVER PAST SUCCESSESIT WILLHELP YOU TO FEEL MUCH MORE CONlDENT
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#OMMUNICATE 0ERSUASIVELY0ROFESSIONAL SALESPEOPLE ARE EXPERT COMMUNICATORS4HEY USE CONVERSATION TO ENGAGE THEIR PROSPECTIVECUSTOMERS DETERMINE THEIR NEEDS AND DEMONSTRATE HOWTHEIR PRODUCTS AND SERVICES MEET THAT NEED
!SK THE 2IGHT 1UESTIONS%FFECTIVE SALESPEOPLE ASK QUESTIONS TO ENCOURAGE PROSPECTSTO TALK FREELY ABOUT THEIR AIMS NEEDS AND WANTS &ROMTHEIR ANSWERS SALESPEOPLE LEARN WHERE THEIR PRODUCTS COULDBE APPROPRIATE 4HE WAY YOU ASK THE QUESTION IS IMPORTANT!VOID CLOSED QUESTIONS THAT REQUIRE A SIMPLE YES OR NOANSWERIT IS USUALLY MORE EFFECTIVE TO ASK OPEN QUESTIONSTHAT ENCOURAGE PEOPLE TO TALK ABOUT THEMSELVES AND THEIRCOMPANIES IN MORE DETAILs #LOSED QUESTIONS OFTEN START WITH WORDS SUCH AS hDO vhIS v AND hAREv h!RE YOU LOOKING FOR NEW SUPPLIERSvINVITES A SIMPLE RESPONSE h.Ovs /PEN QUESTIONS BEGIN WITH WORDS SUCH AS hWHY vhHOW v hWHO v hWHAT v AND hWHEREv h(OW CAN YOURSUPPLIERS OFFER YOU A BETTER SERVICEv OPENS UP THECONVERSATION AND CAN REVEAL USEFUL INFORMATION
t
4%#(.)15%3TO PRACTICE
4HE ABILITY TO LISTEN WITHOUTINTERRUPTING IS INVALUABLE0RACTICE YOUR LISTENING SKILLS ONA FRIEND BY ASKING AN OPENQUESTION ABOUT A TOPIC HE OR SHEIS INTERESTED IN LISTEN FOR TWOMINUTES WITHOUT INTERRUPTINGs 5SE NODS AND ENCOURAGINGWORDS TO SHOW THAT YOU AREPAYING CLOSE ATTENTIONs 3UBTLY MIRROR THE OTHER
PERSONS POSTURE AND GESTURESTO CREATE EMPATHY AND RAPPORTs 5SE SILENCE TO DRAW HESITANTTALKERS INTO SPEAKINGs )F CONVERSATION mAGS ASK MOREOPEN QUESTIONSBUT MAKESURE THAT THE OTHER PERSONDOES MOST OF THE TALKINGs 2EPEAT KEY WORDS SILENTLY ASYOU LISTEN TO HELP YOUREMEMBER WHAT IS SAID
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#!3% STUDY 'ETTING #USTOMER &EEDBACK#ARLOS A REPRESENTATIVE OF A TOYSUPPLIER WAS HAVING DIFlCULTYPERSUADING A STORE MANAGER%ILEEN TO BUY STOCKS OF A NEWRANGE OF BOARD GAMES #ARLOSSMANAGER ASKED HIM HOW HE USUALLYSTARTED SALES CALLS 3HE FOUND THATHE ALWAYS OPENED BY DESCRIBINGTHE NEW RANGE AND SHOWING THESHOP MANAGER SAMPLES 3HESUGGESTED #ARLOS lRST ASK %ILEENWHAT TYPE OF PRODUCTS WERECURRENTLY SELLING WELL #ARLOS DIDTHIS AND PICKED UP ON THE FACT THATBOARD GAMES FOR ADULTS WERE SELLINGWELL IN HER STORE THAT SEASON #ARLOSWAS ABLE TO USE THIS KNOWLEDGE TOEMPHASIZE THOSE FEATURES OF HIS
NEW RANGE THAT WOULD APPEAL TOADULTS %ILEEN BOUGHT STOCKS OF THENEW RANGEs "Y lNDING OUT WHAT KIND OFPRODUCTS WERE SELLING WELL BEFOREBEGINNING HIS PITCH #ARLOS WASBETTER ABLE TO MARKET HIS OWNPRODUCT SO THAT IT MATCHED THEPROSPECTS DEMANDS (E WAS ABLETO RESPOND AS WELL AS INFORMs 4HE QUESTIONS ALSO ESTABLISHED ATWO WAY RELATIONSHIP BETWEENPROSPECT AND SALESMAN )NSTEAD OFSIMPLY LISTENING %ILEEN FELT THATSHED MADE A CONTRIBUTION TO THECONVERSATION AND HAD ANINVESTMENT IN THE OUTCOME
,EARN TO ,ISTEN!S WELL AS LISTENING CAREFULLY WHILE A PROSPECT TALKS YOUSHOULD ALSO SHOW THAT YOU ARE LISTENING BY LOOKINGATTENTIVE )F YOU MISS SOMETHING OR DO NOT UNDERSTANDWHAT HAS BEEN SAID APOLOGIZE AND ASK THE CUSTOMER TOREPEAT THE POINT !CTIVE LISTENING LIKE THIS SHOWS THAT YOUDO NOT WANT TO DOMINATE THE CONVERSATIONs 0ICK UP CLUES FROM WHAT THE PROSPECT SAYS TO TRIGGER THENEXT SET OF LOGICAL QUESTIONS BUT NEVER INTERRUPT APROSPECT WHO IS TALKING )NTERRUPTING SOMEONE SENDS OUTA CLEAR MESSAGE h7HAT ) WANT TO SAY IS MORE IMPORTANTTHAN WHAT YOU ARE TRYINGTO TELL MEv5NLESS ONE IS A GENIUS ITs )F A PROSPECT ASKS YOU AIS BEST TO AIM AT BEINGQUESTION KEEP YOURINTELLIGIBLEANSWERS DIRECT POSITIVE3IR !NTHONY (OPE (OPKINSAND TO THE POINT
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4ALK IN THE 0ROSPECTS 4ERMS7HEN YOU ARE SELLING CONNECT YOUR PRODUCT WITHSOMETHING THE PROSPECT NEEDS OR WANTS $ESCRIBE THATCONNECTION IN WORDS THAT THE PROSPECT USES RATHER THANYOUR OWNHE OR SHE WILL RELATE TO IT MORE EASILY 7HENTALKING TO A PROSPECT FOCUS ON THE KEY WORDS USED ANDSILENTLY REPEAT THEM 5SE THESE WORDS WHEN YOU RESPOND
!IM TO #LOSE#LOSED QUESTIONS THAT REQUIRE A hYESv OR hNOv TELL YOU HOWCLOSE YOU ARE TO A SALE AND ENSURE THAT YOU AGREE 0ERHAPSYOU WANT SOMEONE TO ATTEND A DEMONSTRATION !SK A DIRECTCLOSED QUESTION h7ILL YOU PERSONALLY ATTENDv )F YOURPROSPECT SAYS hNO v ASK WHY AND DEAL WITH THE OBJECTION! hYESv INDICATES THAT YOU HAVE GOTTEN A COMMITMENT TO ACOURSE OF ACTION )F THEPROSPECT IS WAVERING#USTOMER "ENElTS $ESCRIBE YOURPRODUCT IN TERMS OF WHAT YOUR PROSPECTREFER TO OTHER BENElTSNEEDS OR WANTS )F YOUR PROSPECT IS LOOKINGTHAT HAVE NOT PREVIOUSLYFOR A FAMILY CAR FOR EXAMPLE YOU MIGHTBEEN DISCUSSED THIS MAYWANT TO EMPHASIZE TRUNK SPACE AND SAFETYFEATURES RATHER THAN ACCELERATIONPROVE PERSUASIVE
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,EARN 9OUR #USTOMERS *ARGON%VERY INDUSTRY HAS ITS OWN JARGON 4O MAKE SURE YOUCOMMUNICATE EFFECTIVELY WITH CUSTOMERS AND PROSPECTS YOUNEED TO BE ABLE TO USE THEIR JARGON WITH CONlDENCE*ARGON SERVES A DUAL PURPOSE IT BOTH AIDS COMMUNICATION ANDSIGNALS INCLUSION WITHIN A SPECIlC GROUP OR PROFESSION )F YOU CANUSE YOUR CUSTOMERS JARGON APPROPRIATELY IT IS EASIER TO COMEACROSS AS AN INDUSTRY INSIDER WHO UNDERSTANDS THE CUSTOMERSNEEDS AND CONCERNS )NAPPROPRIATE USE OF TERMINOLOGY CAN HAVETHE OPPOSITE EFFECT #ONlDENT AND APPROPRIATE USE OF JARGON RELIESON FAMILIARITY #ONSIDER THE FOLLOWING STEPS TO DEVELOP THIS SKILL
 3PEAK IN YOUR CUSTOMERS LANGUAGE NOT YOUR OWN A COMPUTERSALESPERSON WHO IS SELLING PRODUCTS TO THE 02 INDUSTRY FOREXAMPLE SHOULD AVOID CONFUSING LESS TECHNICALLY MINDEDPROSPECTS WITH COMPUTER RELATED JARGON ,ISTEN TO PEOPLE IN THE INDUSTRY TALKING TO EACH OTHER AND NOTEHOW YOUR CUSTOMERS DESCRIBE THEIR PRODUCTS #URTAINMANUFACTURERS FOR EXAMPLE CALL THE LENGTH OF A CURTAIN hTHEDROPv )DENTIFY ANY ACRONYMS USEDTELEPHONE EXPERTS OFTENUSE THE TERM 0/43 FOR hPLAIN OLD TELEPHONE SERVICEv !TTEND OR READ ABOUT INDUSTRY CONFERENCES TO lND OUT ABOUTTHE KEY PEOPLEEVERYONE IN THE INDUSTRY KNOWS THE NAME OFTHE CHIEF EXECUTIVE OF THE LARGEST COMPANY IN THE BUSINESS 2EAD THE BUSINESS SECTION OF A NEWSPAPER TO lND OUT ABOUTCURRENT PROBLEMS AND OPPORTUNITIES IN THE INDUSTRY )S ITGROWING OR DECLINING 7HAT ARE THE LATEST BUZZWORDS 6ISIT ALL PARTS OF AN EXISTING CUSTOMERS BUSINESSEVEN THOSETHAT ARE NOT CLOSELY INVOLVED WITH YOUR PRODUCTS !FTER ALL IT ISSTILL USEFUL TO KNOW THE JARGON USED BY A DIFFERENT DEPARTMENT
4)0 &AMILIARIZE YOURSELF WITH THE KEY ISSUES IN THERELEVANT INDUSTRY SO YOU CAN HOLD KNOWLEDGEABLECONVERSATIONS WITH YOUR CUSTOMERS
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)DENTIFY #USTOMER "ENElTS!LTHOUGH YOUR PRODUCT MAY OFFER MANY ATTRACTIVEFEATURES REMEMBER THAT YOUR CUSTOMERS WILL ONLYPURCHASE WHAT THEY FEEL THEY NEED OR WILL USE
#ONVERT &EATURES INTO "ENElTS)T IS NOT THE FEATURES THAT SELL YOUR PRODUCTIT IS THEBENElTS THOSE FEATURES BRING TO YOUR CUSTOMERS !LLPRODUCTS HAVE CERTAIN FEATURES THAT DIFFERENTIATE THEMFROM COMPETITIVE PRODUCTS ! TELEPHONE SALESPERSON FOREXAMPLE MAY BE SELLING A PRODUCT THAT CAN RETRIEVE VOICEMESSAGES REMOTELY 4HIS IS A FEATURE OF THE PRODUCTBUTUNLESS YOUR PROSPECTIVE CUSTOMERS BELIEVE THAT THEY WILLACTUALLY USE THIS FEATURE IT IS5SE h3O 7HATvUNLIKELY TO CONVINCE THEM OFTO DElNE A BENElTTHE PRODUCTS BENElTS3ALESPEOPLE MAKE A SALE&EATUREWHEN THEY ARE ABLE TO SHOW4HE TRANSFORMER BREAKS INTO TWOPARTS FOR TRANSPORTATIONTHE VALUE OF THE FEATURE TOTHE PROSPECT &OR EXAMPLE3/ 7(!4AN ORGANIZATION COULD USETHE REMOTE ACCESS FEATUREMENTIONED PREVIOUSLY TO7HEN THE PIECES ARE ON THE TRUCKREDUCE THE NUMBER OF TIMESTHEY ARE NOT WIDE LOADSTHAT MAINTENANCE ENGINEERSNEED TO RETURN TO BASE 4HE3/ 7(!4BENElT TO THE COMPANY ISHIGHER PRODUCTIVITY2EMEMBER THAT THE SWITCHFROM FEATURE TO BENElT CAN$RIVERS DO NOT NEED A POLICE ESCORTIN TRANSITBE A VERY PERSONAL ONE !PERSON MAY BUY NEW CLOTHES3/ 7(!4FOR EXAMPLE SO THAT THEYLOOK MORE FASHIONABLETRYTO IDENTIFY AND FOCUS ON THE"ENElTBENElTS THAT ARE PARTICULAR4HIS SAVES ON CHARGES FOR SUCHTO EACH INDIVIDUAL PROSPECTAN ESCORTTHAT YOU TALK TO


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4)0 #HECK THAT YOUR PROSPECT AGREES WITH YOU THATA CERTAIN FEATURE IS A BENElT )F NOT YOU MAY NEED TOTAKE A DIFFERENT APPROACH TO PROMOTING YOUR PRODUCT-AKE A "USINESS #ASE,ARGE ORGANIZATIONS USE A BUSINESS PROCESS TO ANALYZE THECOST AND BENElTS OF SPENDING MONEY 4HERE MAY BE APURCHASING DEPARTMENT RESPONSIBLE FOR BUYING THE RAWMATERIALS THAT MANUFACTURERS USE TO MAKE THEIR OWNPRODUCTS OR THE ITEMS THAT RETAILERS WILL STOCK IN THEIR STORES,INE MANAGERS HAVE BUDGETS TO SPEND ON PRODUCTS THATIMPROVE THEIR EFlCIENCY OR THE SERVICE THEY OFFER TOCUSTOMERS !LL OF THESE PEOPLE HAVE TO LOOK AT THE lNANCIALIMPLICATIONS OF A BUYING DECISION 2ETAILERS WILL CHECK ONTHE PROlT MARGIN OF A PARTICULAR LINE FOR EXAMPLE )N OTHERORGANIZATIONS MANAGERS WILL WANT TO ESTABLISH THE lNANCIALRETURN BEFORE THEY INVEST IN TECHNOLOGY 0ROFESSIONALSALESPEOPLE HELP A CUSTOMER THROUGH THE BUYING PROCESSAND SUGGEST lNANCIAL BENElTS THAT THEY MAY NOT ANTICIPATE
+EY 1UESTIONS TO !SK !BOUT 9OUR 0RODUCT*UST AS LARGE ORGANIZATIONS WILL USE A BUSINESS PROCESS TO ANALYZETHE lNANCIAL AND OTHER BENElTS OF INTRODUCING A PRODUCT ORSERVICE YOU TOO NEED TO ASK YOURSELF A SERIES OF QUESTIONS TOEVALUATE POTENTIAL BENElTS AND DRAWBACKS FOR THE CUSTOMER
 7ILL THE PRODUCT OR SERVICE SIGNIlCANTLY INCREASE THE CUSTOMERSOWN SALES REVENUES
 7HAT CURRENT COSTS WILL THE CUSTOMER BE ABLE TO CUT (OW LONG WILL THE CUSTOMER NEED IN ORDER TO RECOUP THEPURCHASING OR STARTUP COSTS !RE THERE ANY EXTRA COSTS THE CUSTOMER WOULD INCUR BY NOTINTRODUCING THE PRODUCT 7HAT ADDITIONAL MANAGEMENT CONTROL DOES THE PRODUCT OFFER
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&IND 9OUR#USTOMERS
4HE JOB OF A SALESPERSON IS TO lND PROSPECTIVEBUYERS AND TURN THEM INTO CUSTOMERS 4O DO THISWELL IT IS VITAL TO KNOW HOW YOUR PRODUCTS lT THEMARKET AND IT IS IMPORTANT TO APPRECIATETHE BASIC PRINCIPLES OF YOUR CUSTOMERSBUSINESS 4HIS SECTION SHOWS YOU HOW TO LAYTHE FOUNDATIONS FOR SUCCESSFUL SALES BYs $ETERMINING YOUR TARGET MARKET AND RELATINGYOUR PRODUCT TO THIS MARKET EFFECTIVELYs !CCUMULATING KNOWLEDGE ABOUT YOUR TARGETMARKET AND IDENTIFYING WHICH PEOPLE ANDORGANIZATIONS ARE YOUR BEST PROSPECTSs -AKING EFlCIENT USE OF YOUR PROSPECTINGTIME THROUGH PLANNING AND FORECASTINGs 0ROSPECTING FOR POTENTIAL CUSTOMERS ANDCREATING INTEREST IN YOUR PRODUCT
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+NOW 9OUR -ARKET4HE BETTER YOU KNOW YOUR PROSPECTS AND UNDERSTANDHOW THEIR BUSINESSES OPERATE THE EASIER IT WILL BE TOINTEREST THEM IN THE POTENTIAL OF YOUR PRODUCTS
5NDERSTAND "USINESS 0RINCIPLES$EVOTE TIME REGULARLY TO DEVELOPING YOUR KNOWLEDGE OFHOW BUSINESS ORGANIZATIONS OPERATE 4RY USING SHORTFORMAL COURSES #$ 2/-S AND )NTERNET COURSES AS WELL ASREADING GENERAL MANAGEMENT AND BUSINESS BOOKS "ROADENYOUR KNOWLEDGE BASE INFORMALLY AS WELL 4ALK TO THEBUSINESS PEOPLE YOU MEET AND ASK QUESTIONS ABOUT THEIRORGANIZATIONS ASK STORE OWNERSHOW THEIR BUSINESS IS PROGRESSINGAND LEARN FROM PEOPLE IN YOUR OWN4HE BASIS FORORGANIZATION 2EAD THE lNANCIALSALESSUCCESSPAGES AT LEAST ONCE A WEEKIF YOUIS A THOROUGHlND THEM DIFlCULT TO UNDERSTANDUNDERSTANDINGASK SOMEONE IN YOUR lNANCEDEPARTMENT IF THEY CAN HELP YOUOF THE MARKETIMPROVE YOUR SKILLS
5NDERSTAND #ONSUMER -ARKETS)F YOU ARE SELLING TO CONSUMERS YOU WILL NEED TO COLLECTMARKETING INFORMATION ABOUT YOUR PROSPECTIVE CUSTOMERS9OUR OWN ORGANIZATION MAY BE ABLE TO SUPPLY SOMEINFORMATION AND MARKET REPORTS CAN ALSO BE FOUND ON THE)NTERNET )T IS IMPORTANT THAT YOU DO YOUR OWN RESEARCH ASWELL )F YOUR TERRITORY IS A RESIDENTIAL SUBDIVISION FOREXAMPLE TRY TO WORK OUT WHAT TYPE OF HOUSEHOLDS HAVEBOUGHT YOUR PRODUCT PREVIOUSLY 4HIS WILL GIVE YOU THEINFORMATION YOU NEED TO TARGET THAT TYPE "UILD UP ACUSTOMER PROlLE DETAILING FACTORS SUCH AS THE SEX AGEINCOME AND LIFESTYLE OF YOUR TARGET CUSTOMERS
4)0 )DENTIFY THE KEY DECISION MAKERS WITHIN TARGETGROUPS OR ORGANIZATIONS AND lND OUT WHAT THEY WANT
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5NDERSTAND #ORPORATE -ARKETS)F YOU ARE SELLING TO A PARTICULAR INDUSTRY GET TO KNOW IT ASTHOROUGHLY AS POSSIBLE "UILD UP COMPANY PROlLES OF TARGETCUSTOMERS BASED ON FACTORS SUCH AS SIZE AND TURNOVER !SKAN EXISTING CUSTOMER TO SHOW YOU AROUND THE ORGANIZATIONOR EXPLAIN HOW IT OPERATES 2EAD THE TRADE PRESS SO THATYOU ARE AS WELL INFORMED ON THE INDUSTRY AS YOUR CUSTOMERS4AKE AN ORGANIZATION THAT YOU BELIEVE IS A POTENTIALCUSTOMER THEN ANALYZE THE VARIOUS DIVISIONS TO lND OUTWHICH ONES ARE MOST ABLE AND WILLING TO SPEND MONEYs $ISCOVER WHICH OF THE DIVISIONS ACTIVITIES ARE STRATEGICTO THE ORGANIZATIONMANAGERS WILL SPEND MONEY ONLYON DIVISIONS THAT FEATURE IN THEIR LONG TERM PLANSs #HECK WITH ANY OF YOURCURRENT CONTACTS WHICH!NALYZE AN /RGANIZATIONDIVISIONS ARE GROWING ORDECLININGORGANIZATIONS&IND OUT WHICH DIVISIONS AREUSUALLY INVEST MONEY INGROWING OR DECLININGGROWTH AREASs 2ESEARCH A DIVISIONSPROlTS BY READING THEORGANIZATIONS PUBLISHEDREPORTS OR CHECKING&IND OUT WHICH DIVISIONS ARENEWSPAPER ARCHIVES ONSTRATEGIC TO THE ORGANIZATIONTHE )NTERNETPROlTABLEDIVISIONS WILL USUALLYINVEST FOR GROWTH WHILELESS PROlTABLE ONES WILL&IND OUT HOW PROlTABLESPEND ONLY IN ORDER TOA DIVISION IS READSAVE COSTSPUBLISHED REPORTS OR CHECKs #HECK WHETHER ONE OFNEWSPAPER ARCHIVESYOUR COMPETITORS IS ACTIVEIN THE DIVISION WITH ASIGNIlCANT MARKET&IND OUT WHETHER YOU HAVE ASHAREIT IS MUCH EASIERCOMPETITOR IN THE DIVISIONTO GET INTO A DIVISION IFESPECIALLY ONE WITH ATHERE IS NO COMPETITIONCOMMANDING MARKET SHAREOR IF IT IS FRAGMENTED
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+NOW 9OUR 0RODUCTS9OUR CUSTOMERS WILL EXPECT YOU TO HAVE A THOROUGHKNOWLEDGE OF YOUR OWN PRODUCTS !S WELL AS READING THERELEVANT PRODUCT LITERATURE IT IS ALSO HELPFUL TO STUDY YOUR