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Perhaps the most important aspect of any telemarketing program is the training. Joel Linchitz, president of Phone for Success, New York, says the first six seconds are the most important part of the call. Within that time, consumers make up their minds whether they are willing to talk to telemarketers, he says.
To make sure consumers want to stay on the line, Linchitz says telemarketers must answer several questions without making any wild claims. They include who you are, why you are calling, how long this will...