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Do you have a Sales Process?

Not having a sales process is much like baking with no recipe.  Something might turn out, but it will rarely be edible. Having a sales process, on the other hand, will be your recipe to control the outcomes the best you can.  If you experiment with different processes, like adding a contract rather than just a client opting in by TOS, then you have a control group to compare it to -  did that speed up the process? or encourage fall off?

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