？Read the article below about one aspect of selling？For each question 31—40, write one wor

？Read the article below about one aspect of selling

？For each question 31—40, write one word in CAPITAL LETTERS on your Answer Sheet.

Selling is the direct confrontation between the company and its customer. Management training and material tend to be devoted TO "closing the sale", "effective presentation skills", "use of visual aids", and so on. The one aspect of selling which is often neglected is "prospecting".

In advance of any direct selling activity or, indeed, any promotion, (31) is important to take time and allocate resources to prospecting for clients. Prospecting identifies buyers and (32) the best use of time available for selling. It is the quality, (33) the quantity, of prospects that matters. Market segmentation will show the market segment most likely to yield buyers, e.g. manufacturing companies with a turnover (34) excess of 5 million within 50 miles of your offices.

Building up a prime prospect file is the most valuable activity a salesperson can do. Once achieved, canvassing is necessary only to "top up" the prospect reservoir when the level drops; (35) is, a prospect is converted (36) a customer, ceases to be a prime prospect and is replaced by another prime prospect. The prospect file will help only (37) it is kept up to date and used systematically. A follow-up or bring-forward system will force you to plan your time effectively.

The selection of prospects can be done at the desk or (38) telephone. It involves a relatively low cost resource, compared with a field salesperson. The use of computers enables companies to develop a database of prospects which can be used interactively, depending (39) sales objectives or changes in strategy. By using a computerized marketing database, you can analyze important factors (40) as source of prospect, date last called, change in staff.

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