There is nothing harder for a non-salesperson than building a sales pipeline. In Bagging the Elephant I highlight a post about a recent event in NYC, in which entrepreneurs discussed how to build strong enough relationships with larger businesses in order to be taken seriously enough to close deals with them.
This is part of a much broader issue, though, and it's one that is a constant struggle for most small businesses: how do we keep new sales coming in the door, when that's not our background?
You know the cliche: husband is driving, wife is in the passenger seat. Husband is lost, but trying to pretend he's got it under control. Wife is getting frustrated, they are running late. She points out a gas station where they can ask for directions. Husband scoffs. Wife shakes her head and sighs, annoyed, but not surprised.
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