Abook on persuasion and influence could not be c omplete without addressing the issue of the 'cold call'. Telephoning an unknown prospect to sell an idea, product or service—or indeed, just to make an appointment—is one of the toughest things to do. People object to doing it. It can be the biggest objection to getting a new customer. And it's your objection, not theirs!

I know. I've done the cold calls and have several T-shirts to show for it. It can be an extremely costly and deflating business, and if it can be avoided by judicious use of SEO (search engine optimization), mailings, advertising, leaflet drops and other marketing means then these routes should be pursued. But if you are looking for ...

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