Research VS. Activity

So how much time is the right amount of time to spend researching, prospects you are going to contact?

I believe researching, sorting, talking about how to contact leads is the primary reason for procrastination in sales. It seems valid that you should know who you are talking to, what books the person likes, favorite movies etc. That can be used to engage in a meaningful conversation right?

The truth it that information like that can be used, the investment in gathering it compared to contacting more prospects just doesn’t make sense.

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