Warming Up to Cold Calling

by Michael J. Sanfilippo, Dir. of Marketing; Borton-Lawson Engrg., Wilkes-Barre, PA,

Serial Information: Civil Engineering—ASCE, 1999, Vol. 69, Issue 7, Pg. 68-69

Document Type: Feature article

Abstract: Calling a prospective client to arrange an initial meeting can unnerve even the most experienced marketer. But it is a useful tool, especially for small firms on a tight marketing budget. This article provides practical tips for successful cold calling, including the importance of practice, using a script to make a difference, overcoming the most common objections, and persisting to reach the right person.

Subject Headings: Client relationships | Communication | Marketing |

Services: Buy this book/Buy this article


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