Good customers and employees are not usually lured to do business with or work for a company on the basis of its deeply hidden qualities or virtues. They come because of the perception of these attributes. It’s what people see on the outside that makes them decide whether they want to learn more about a company they will eventually choose to buy from, sell to or work for.
Outside sales is not a one-time task. It’s an ongoing process that allows you to identify the types and number of accounts you will want to service, to prepare the best possible sales materials, to learn techniques that get and keep your foot in the door, to handle objections so you can land the accounts and especially to visit all existing accounts periodically to make sure they continue to exist.