{ "item_title" : "The Art of Cold Calling", "item_author" : [" Rahul Gupta", "Vishal Mishra "], "item_description" : "Most cold calls do not fail at the close. They fail in a window about as wide as a held breath.The industry has spent seventy years perfecting the middle of a conversation that almost never happens. This book is about the beginning: the first five seconds, where the listener decides not whether to buy, but what kind of thing you are.Drawing on Aristotle, cognitive psychology, conversation analysis, negotiation research and the recorded evidence of real prospecting calls, Vishal Mishra and Rahul Gupta argue that a cold call is not a pitch to be delivered. It is a line of credit, opened at zero, renewed every ten seconds by the other person, for reasons entirely their own.Inside: Why the same sentence succeeds on Tuesday and fails on WednesdayThe five categories a listener sorts you into, four of which end the callWhy your strongest argument, delivered at second three, is noise with good grammarWhat separates ethical curiosity from fear, envy and manufactured urgencyWhy a hook is a loan, and how the interest is always collectedWhat a machine would have to understand to hold a conversation wellEvery claim is labelled by the kind of evidence behind it, so you can tell peer-reviewed research from field experience from philosophy. No invented statistics. No borrowed authority.Illustrated throughout with original frameworks and diagrams, this is a field manual for anyone whose work depends on earning a stranger's attention: sellers, founders, revenue leaders, and the engineers now trying to teach machines something humans have practised imperfectly for two thousand years.You came to learn cold calling. You will leave understanding conversation differently.", "item_img_path" : "https://covers3.booksamillion.com/covers/bam/9/79/819/296/9798192968970_b.jpg", "price_data" : { "retail_price" : "49.99", "online_price" : "49.99", "our_price" : "49.99", "club_price" : "49.99", "savings_pct" : "0", "savings_amt" : "0.00", "club_savings_pct" : "0", "club_savings_amt" : "0.00", "discount_pct" : "10", "store_price" : "" } }

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