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The most important step of your sales process should be the 'Fact-Finding' step. This is the step that allows you to ask the questions that will uncover prospect's needs that will relate to your product/service. When asking your prospect questions 'to learn about his business', be sure to TAKE WRITTEN NOTES. When the prospect sees you taking notes, he 'feels' that what he is saying is important to you. This will also give you ammunition when you begin to solve his problems by recommending your product solutions.