KEITH ROSEN: As much as I would like to make this claim, I'm sorry to inform you that every prospect that you call on is not going to become a customer. Now, there still might be an opportunity to continue prospecting them but not exactly for what you think. What I'm referring to is actually prospecting your prospects. So, let's tee this up for example, let's stay you're on a call with a prospect and you've gone through your conversation and done a great job asking questions to uncover if there's truly a fit between you and them. And at the end of that conversation you found out that either the timing wasn't right or there truly wasn't a fit that they could benefit from in relation to your services. Before wrapping up that call and moving on to the next call, use this as an opportunity to maximize every single call you make by prospecting your prospects. Here's what that could sound like. You're at the end of the call, you're ready to wrap up the conversation, and you say something like this, "You know what, thanks Mr. Prospect, I appreciate your time today. It sounds to me that right now what we're offering right now isn't something that's truly a good fit for you. After all, it sounds like you have a solution that's working pretty well. However, in your line of work I'm sure you run into a lot of people who could benefit from our services and run into some of the challenges that we had discussed earlier. Would these people that you might know-if you do run into them, would you be comfortable sharing their information or their name with me so that I might be able to call on them and help them out as well?" If you get a "yes," move right into, "Well, thank you, I really appreciate that. Who might you know at this point that could be benefiting from our product and services and who is always looking for ways to do things better? Prospecting your prospects enables you to maximize on every cold call you make and uncover even more prospects than you had thought possible.