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One thing a phone call does do, and that's make sure the person is at least aware of the concept. No other approach can guarantee that.
Suppose there's a buyer who needs your product and would jump on it in a second. All you have to do is get the idea in front of him somehow. You send him a nice letter and brochure and it ends up on the mailroom floor. With a senior executive market for our products, that happens to us all the time.
What are you supposed to do?
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