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They immerse themselves in the wrong information.
Some neophytes spend all of their time studying up on their products. Knowing the details of what you are selling is obviously crucial, but don't forget to do some basic research about the prospect, too. Being able to draw on specific information about a sales lead is the most effective way to get his or her attention. "A salesperson should have something to refer to that the prospect has actually said or done," says Hoffman. He recommends reading anything the prospect has posted online, and even citing snippets of things they've said or written in the past during a presentation. "Most people are primarily interested in themselves," says Hoffman. "So let's talk about the topic you care about, which is you."