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All purchase decisions have 4 steps:
(your sales window)

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Motivation - First, you have a reason to buy something.

Investigation - You then look at the options you have to choose from.

Evaluation - Determine which is the best option.

Selection - Finally, you choose one and make the purchase.

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This process can be considered the sales window – a window that opens when there is some motivation and closes when the purchase is made.  Making contact with the potential customer in this window is a high probability sales call.  Outside the window is a low probability sales call.​