A well-defined strategy for determining which sales opportunities to pursue creates sales efficiency and success faster than any other discipline. And yet targeting the wrong customers in pursuit of new business is one of the most common pitfalls for sales professionals. It's a great temptation, but it increases the risk of losing more sales than one win. One can have the best Customer Relationship Management (CRM) or contact management system in the world, but if one is pursuing the wrong business, the system will not benefit the organization. Even if one has concluded that the product or service is a hot commodity, it pays to have discipline about targeting the right customers.
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