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Part IV: Adapt Additional Sales Techniques > Personalize Your Message

Chapter 20. Personalize Your Message

In this computerized age, there is no excuse for you to fall back on impersonal addresses and salutations. People like to hear their name or read it in writing. Just remember that names probably top the list of places where spelling really counts.

Use available resources to determine the correct form of address for the recipients of your message—particularly in situations involving different cultures and religions. References such as The New York Times Manual of Style and Usage are helpful for such nuances. Check the Internet, employee directories, chamber of commerce yearbooks, annual reports, telephone listings, and so on to find exact information.


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