Farquharson/Tedesco on Business Development: Don't Give Up on 'Lost Causes'

Rule #3: Time and Numbers Are on Your Side. Before you psyche yourself out about the thought of calling on your lost causes, take a closer look at them. You probably haven't contacted most of these customers in many months, if not years. We bet you a Starbucks that, since then, some of the people you jilted have hit the highway. Of those who remain, more than a few may have only fuzzy memories of what happened. Never assume that these prospects don't remember why they don't work with you. Chances are that the going may be easier than you think.