Cold Calling Techniques (That Really Work!)

Stephan Schiffman's practical manual for telephone prospecting — the book that taught a generation of salespeople that cold calling is a discipline of structured scripts, rejection-tolerance, and appointment-setting rather than a gift. Schiffman, who trained more than half a million salespeople, built a career on the simple premise that the call is the only step you can control.

Cuban's publisher-attributed endorsement — 'The book every CEO needs to read' — is the blunt founder creed: selling is the engine of the business, and it cannot be outsourced or skipped. His longer maxim from the same endorsement — 'If you can't sell, you can't survive' — is the lesson founders take: whatever you build, the ability to open doors and persuade people to take a meeting is the first skill and the last one you need.