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Iain Swanston

When a buyer is already engaged in the sales process they start looking for information and reach out to suppliers - this is what we call Demand Fulfillment. Top sales people do this but they also do Demand Creation - this means they proactively go out and sell their solutions to companies they know have similar pains to their existing customers. Sales people who work in the Demand Creation sector have less competition and therefore higher closing rates.

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