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Steve - great list - can I add some from my firm's experience?

11. They wait for the prospect to request a quote from the market - they don't realise they have to get to the prospect BEFORE this happens.
12. They don't sell to decision makers.
13. They ONLY sell to decision makers (and upset everyone else!)
14. They ignore the "personal wins" the buying influencers must feel related to dealing with them.
15. They say they are "better" than their competitors - they don't realise they have to be different.
16. They don't actively and continually measure whether or not the prospect is "coming along for the ride" (ie qualifying).
17. They actually believe they lose deals because they were too expensive.

There's many more - hope this is a constructive addition!

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