Would you get on an airplane if the pilot did not have an absolute plan as to how he was going to get you to your destination?  Medical sales professionals, pharmaceutical sales executives, and others who sell in the life sciences industry too often “take-off” with just an idea as to where they want to go, and then try to figure out how to get there once they are already airborne.  In this edition of the medical sales guru podcast, Mace Horoff talks about why this is a bad approach and how you should plan your “trip” before you ever get in front of a clinical customer.

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