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Right on Target

Hit the mark with prospective customers by learning how to find their hot buttons.

By Barry Farber

Opinions expressed by Entrepreneur contributors are their own.

Wouldn't it be great if every prospective customer you hadcame right out and said "Here's what's most importantto my company--and here's what I need your product to do forme"? That would definitely increase your closing ratio.Usually, however, discovering a customer's hot buttonsisn't quite that simple.

A hot button is anything that's of major importance to aprospective buyer. To one customer, it might be timely delivery; toanother, it might be making a stronger marketing impact. If youapproached both of those prospects with the same pitch orpresentation, you'd surely miss the mark on one or the other(and maybe even both). That's why you need to seek out everycustomer's key needs and tailor your presentations accordingly.Here are a few ways to make that happen:

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