The book is a comprehensive guide for anyone who uses the telephone to make the first contact, to set appointments, or to begin the sales process. The author draws on 34 years experience in developing sales leads, and also provides sample scripts.
The author states that "if cold calling is a painful process for you -- you're not doing it right." The greater portion of communication, even over the telephone is nonverbal, and people receiving calls mirror you tone and attitude. Precise instructions are given on how to maximize effectiveness.
The training program included in the book stresses the importance of questioning with the correct attitude, and describes how to improve results by asking better questions with a friendly, knowledgeable, and professional tone, making the entire process easier and more productive.
Effective "split testing" methods are also covered, for improving scripts so that continuous improvement is possible. Often changing a single word or phrase can create significant differences.
There is a section dedicated to avoiding the traps set by "tough customers" and how they can sometimes be converted into buyers. Effective attitudes for "connecting"
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Commercial Resource Management is a consulting company.
Since 1989 they have specialized in commercial roofing projects. In the process of marketing they established an online site in the early days of the Internet as an adjunct to telemarketing. Online marketing has expanded into a specialty where they now employ and provide comprehensive, cost effective strategies and programs through http://TurnkeyMarketingTactics.com.