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Based on an exhaustive study of hundreds of sales reps and thousands of customers across multiple industries, the authors found that every potential customer contact falls into one of seven distinct profiles. While many are worth talking to, the highest performing reps concentrated their time on a specific few. Most sales reps prefer to approach customers who are open and eager to meet with them, people with clearly articulated needs that make them easy to connect to solutions. The authors call these customers Talkers. The high performers spent their time, instead, with customers who were less eager to meet, generally skeptical and difficult to manage, and much more apt to be agnostic about one supplier over another. They call these customers Mobilizers. High performers understand what their average-performing colleagues don't: in a world in which complex deals require widespread consensus across a diverse - and typically dysfunctional - set of customer stakeholders, only Mobilizers ha
