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The Secrets of Successful Business Part Four: Different Kinds of Prospect Need

So far in this little course we have learned about a range of things including what a customer really is and how he or she is attracted to a product or service. ‘Conversion’, we have learned, is about transforming one type of prospect into another, the type that becomes a customer. And we have learned that all of this has much to do with something that we have termed a ‘vacuum’.

Please remember that whenever we use the word 'vacuum' we are talking about need. The point of using the word 'vacuum' and not 'need' - and calling it vacuum power rather than 'need power’ - is that the word 'vacuum' suggests qualities and characteristics which are more helpful in understanding what is happening with customer