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Finding qualified prospects is a hard thing to do. Most major cities have those "books of business lists," where they publish the top 25 companies in every category. But if you're looking for business customers, those top 25 are going to have lots of people calling on them, because they're easy to find. However, if you do the extra bit of looking to find numbers 26 and higher in a given market segment, you'll find that you have relatively fewer competitors. That's just one small example of positioning at work.