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There's this school of thought.
The main thing is to actually ask lots and lots of questions of your prospect. So you can get information that you can then ?use against them? when selling. So maybe sellers could call people up and say:
Where do you buy design from? What kind of design do you buy? What makes you decide which company to buy from? How often do you buy? What prompts your purchasing decision? Do you have an annual budget for design?
Then tell him you're better than where he buys from.
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