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Does cold calling bring you out in a cold sweat?

Red telephone: cold calling{{}}

After public speaking, cold calling is probably one of the main tasks that most business people absolutely dread. But for many small firms it’s a vital part of their sales strategy. So how can businesses make cold calling more effective and less traumatic? Andy Preston offers practical advice to help you get real results from cold calling.

Expert advice

"Start with the segment you believe will be most profitable and add marketing messages aimed at other segments as you build sales. But take care to look at the lifetime value of a customer rather than just a one-off purchase."

Make customer segmentation work

Marketing case study

Spike Photography{{}}

Paul Reddington explains how he developed a professional brand for his business, Spike Photography, in order to attract business customers and set his firm apart from the rest.

More marketing case studies

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