We're often told to research our potential customers before calling on them. A great idea in theory. However, I've found that many inside sales reps get caught up in the research to the detriment of actually making calls. Necessary to find a happy medium. Besides, you won't find out everything from research. Plus, sometimes the information you find is downright wrong (I've personal experience with that.)
Never be afraid to create a great questioning sequence in order to learn more.
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