Many marketing experts will tell you that at the start and end of a sales engagement, phone calls are almost always the best course of action. At the beginning of a relationship you want to make a connection and when you close a deal you want to cement the relationship. There are plenty of lead nurturing tactics to use in between – email, for example – but nothing will every replace the sound of a voice on the other end of a call.
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When it comes to connecting with prospects, most companies put all their eggs in one of two baskets – cold calling or cold emailing. The truth is, however, that the best way to begin engaging with prospects involves calling and emailing.
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