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“Everybody’s listening to the same television or radio station, which is WIIFM (what’s in it for me),” Marcus noted.
6. SAVE TIME
Goal: Always stay on their good side.
Cold calls elicit conflicting opinions—people tend to be advocates or nonbelievers in this “old school” technique. Marcus personally doesn’t believe in making cold calls and views them as the most difficult way to get business (caller ID doesn’t help).
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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