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Kick It Up a Notch

Want to turn up the heat on your marketing campaign? Start by turning cold contacts into hot prospects.

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This story appears in the September 2000 issue of Entrepreneur. Subscribe »

Remember when you bought your last car? You probably didn't make the decision overnight. First, you started paying more attention to car commercials and ads, and then you looked at a few different models. Perhaps you did some research on the Internet and visited dealerships to check prices. When you were ready to buy, you completed the sale.

Your own business prospects move through the buying cycle in much the same way. At first, they know virtually nothing about your company, but over time, they become familiar with the benefits of your product or service-and eventually, they're ready to buy.

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