Editor's Note: Ivan Turner is a restoration industry veteran who has worn many hats including owner, consultant and trainer. This new series of articles offers glimpses at topics covered in his upcoming book, "Confessions of a Serial Restorer: I Danced with the Devil and Lived to Tell the Story," co-authored with his brother, Tim Turner, a writer and industry consultant.
“The best thing salespeople can do to get better is second-level research. Second-level research is researching the industry of their prospects, including the issues, challenges, players, regulations, its evolution, origins, end users, etc. We're not expert enough in the industries we sell to, so it makes it hard to be seen as credible. Less focus in, more focus out.”