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ous. Stopping by and dropping off your company information can make a bigger impression and provide more information. Remember that if you show up without an appointment (cold call), you should not take more than three minutes of their time unless you are invited to provide more information or answer questions. A well-prepared flyer along with your business card and then a fol- low up phone call within 24 hours shows the customer that you are serious about earning their business. Be patient, courteous, forth- coming, and diligent. I once followed up with an HR director for 11 months before even geting a meeting. Ten it took another


four months to land the account. As a rule of thumb, the larger the organization, the longer it will take to create the opportunity. To effectively market you must know


everything about your target area. Know what the competition offers and how your organization is different and beter. Who are the best prospects and what are they currently doing to meet their testing needs? Does cost or quality of service or both give you a market advantage? Don’t forget about our judicial system


either. Many cities and counties now have “Drug Courts” or “Diversion Courts” and may require that participants or offenders


To effectively market you must know everything about your target area.


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