The Central Message of "The Most Powerful Weapon in Your Marketing Arsenal"

There is no question that the telephone is the most powerful weapon in your marketing arsenal. Studies show that when it comes to finding new sales in the B2B market, cold calling is faster, it provides better leads, and is less expensive than advertising, direct mail, trade shows, e-marketing, or PR.

But cold calling is hard to do, and harder to do well. That's why we wrote "The Most Powerful Weapon in Your Marketing Arsenal," to help you do it better. Here's what you'll learn:

What you say in the first 15 seconds on the telephone will determine whether you get to talk with the prospect for the next three minutes. And what you say – or, more appropriately, what you ask – during those next three minutes will determine whether you get the appointment and, eventually, the sale.

"The Most Powerful Weapon in Your Marketing Arsenal" will tell you exactly what to say in those first 15 seconds, and what to ask in those next three minutes.

And how to use The Most Powerful Weapon in Your Marketing Arsenal – your telephone.