Recipe: Calling and Mailing

When you are contacting someone directly for the first time, whether it is a potential client or a possible referral partner, the most effective approach is to call, mail, and call, as described in Chapter 7. In other words, call before you mail or e-mail, and call again after you mail.

If you find you are talking to someone both interested and qualified (for example, able to pay), you may be able to set up a sales conversation or networking meeting on your first call. It’s more likely, though, you will reach voice mail, an assistant, or someone with “no time to talk.” This is why being organized and persistent about follow-up is so important. Once you have made an initial contact, even if only through voice mail or ...

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