Many sales professionals perform reasonably well by following a reactive approach to sales: they handle customers that come to them reasonably well, but avoid initiatives: they take very little proactive action to reach out and contact new prospects. When asked why they don’t do it, many sales people will tell you that they simply don’t know where to start from, or they don’t have a structure to follow for this. On rarer occasions, some may even say that they feel very uncomfortable about facing a possible rejection by the client.
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