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How Australian Professional Services People Can Use Cold Calling for Sales

How Australian Professional Services Can Use Cold Calling for Sales

In his landmark book “Managing the Professional Services Firm”, leading professional services guru David Maister labels cold calling for sales as a third-tier “desperation” measure. Can Maister be wrong? Certainly the vast majority of professionals intensely dislike cold calling and are more than eager to accept the many pronouncements that “cold calling doesn’t work”. But …