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A prospect comes into your office; let’s call him Jake. You shake hands and offer Jake a seat. Stop – at that point, what do you know about him? Chances are, you know very little: name, approximate age, race, degree of fitness, taste in fashion. So, the questions are:

  • How are you going to use any of that information to help him?
  • How does any of that help you do your job?
  • How do any of those facts help you get a new client?

The answer to all those questions is: They don’t help you. They’re as valuable as knowing Jake’s shoe size.


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