A guest post by Darren Leighfield of Fulcrum Consulting & Recruitment

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One conversation I often have with business people is the usefulness of cold calling, canvassing, telemarketing call it what you will, as a new business strategy.

 I frequently hear people say “It’s intrusive” “You’re basically badgering” “people don’t like being cold called” – Telemarketing can be, all of those things, if executed in the wrong way.

But in my experience these are just excuses, for ignoring a tried, tested and cost effective form of raising the profile of a business.

Would you say you were a good actor? No?? Good! 

Many people are poor actors. So imagine how most people will feel and respond when presented with the script for a telephone call. You guessed it: Un-natural, un-comfortable, un-convincing and ill at ease. Would you consider any of these as apt descriptions for the way that you want to sound and be perceived on the telephone? We thought not.