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Affirmative Reaction

8 steps to getting what you want from any negotiation.

This story appears in the April 1997 issue of Entrepreneur. Subscribe »

We all know the key to winning a new customer is communication . . . right? Conventional wisdom says you present the facts about your product or service, show how it will meet your prospect's needs, and then ask for the order.

The founder of a Boston voice-mail company, Milo O'Connell, tried doing that. His client, a manager at a defense contractor, sighed, "Milo, you have an excellent messaging system. Unfortunately, I have no budget for it."

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