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Art of the Sale

Your sales prospects may not think they have the need, power or budget to invest in your product. Here's how to change their minds.

This story appears in the May 2007 issue of Start Up.

Every sales expert, author and trainer worth his or her salt will tell you the tried-and-true formula for sales success is to target the prospects who have the need, authority and budget to buy your product or service. Sure, this is good advice. But it is also much easier said than done.

Let's face the facts: These "need-authority-budget" people are darn hard to reach. In fact, according to my completely nonscientific study of this matter, approximately 90 percent of entrepreneurs deal with people who may not know they have a need (clueless), may not be the decision-maker (powerless) and may not have the spending authority (broke). What's a smart entrepreneur to do?

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