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I am not sure I would call it improvisation, but creativity is definitely needed in this type of economy. For instance, in sales you can use the same script for every prospect. In belt-tightening times, people are looking for differentiation. How would your product help them? If they are not in the typical target demographic, you have to be creative. Obviously, unexpected questions require some improvisation as well, so there could be some combination of the two to make a difference.

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