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The New Rules of Lead Generation by David T. Scott

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Step 4: Test and Execute Your Campaign

To be effective, cold calling must be well-rehearsed. Your cold callers must be able to speak clearly and enthusiastically, in addition to delivering your value proposition and offer quickly and accurately. Your cold callers also need to know how to handle the follow-up to the offer—that is, how to qualify the potential customer and set the follow-up action in motion while they have them on the phone.

REHEARSING YOUR SCRIPT

Once your cold callers have the script, they need to rehearse it. When calling potential customers, they have that 15 seconds to catch the caller’s attention and convince them to stay on the phone. So it’s extremely important that your cold callers know how to deliver the value proposition ...

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