If the most important aspect of persuading your target audience is identifying who your audience is, then the second most crucial concept is knowing what to say and how to say it.

Word choice isn’t the simple selection of what sounds good. It isn’t picking phrases that are easy to read or are part of a pool of marketing jargon. Choosing the right word is a psychological challenge that any marketing or communication specialist should understand, if even on a basic level.

Let's be honest. Sales is a lot like dating. We have a list of do's and don'ts that can make life easier so we don't come across as too pushy, too salesy, disinterested, out-of-touch, unknowledgeable, unprofessional, and in some cases, even desperate. 

Generating leads can be hard enough, but once you've qualified someone as a lead, how do you nurture them? Here are 10 things to keep in mind in order to keep and convert your foodservice sales leads: