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The process of selling to other businesses must be strategic in nature because it invariably involves ‘selling’ to more than one person, each with slightly different considerations. If this selling time is to be effective, preparatory thinking and warm lead generation (marketing) needs to be completed. You should not strive that this thinking and lead generation work be perfect or complete: simply that you should instil a perpetual process for refining your hypothesis that spurs you to take actions to prove that your thinking and lead generation is the best it can possibly be. In so doing, success is measured not by the completed sale, but by the repeat purchase by the client.