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Have a Champion Inside the Business

Everyone has always heard that "word-of-mouth" is the best source of advertising. Media advertising is word-of-mouth advertising on a broad scale. That same word-of-mouth exposure can be extremely beneficial inside an organization as well. There is nothing more beneficial than having an inside coach to explain the role everybody plays inside the company, to identify the buying influences and to help promote your involvement.

Since receptionists are usually the "gatekeepers" to the business owners, if you treat them well they can often be your "key" to the inside. Get to know them well. Ask them for their help in making an introduction. Explain how you can help their organization grow.

Although there may be only one final decision-maker who can approve the sale, there can be many levels of people who have veto power before the decision reaches the top. By getting to know all the players and involving each one in the process, you will help minimize the possibility of being surprised in the 11th hour when the sale does not go through.

Source: Media consultant Michael Guld, president of The Guld Resource Group (www.guldresource.com)

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