Acclaimed business author Philip Delves Broughton implores business owners to turn off their computers and meet people face-to-face to improve sales. Too many sales professionals have become too reliant on technology as an intermediary between themselves and potential customers. Closing large deals, despite all of the productivity-enhancing technologies at our disposal, still requires old-fashioned eye-to-eye negotiations. Simply focusing on sales through online channels or conducting research on the Internet provides no competitive advantage; anyone can do that. But not everyone has the skills and willingness to set up a meeting in-person and talk face-to-face with potential clients. As Delves Broughton indicates, “what matters is not what everyone knows—it's what they don't know,” and that information is obtained through personal contacts, meetings and favor-trading.
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