The telephone remains the communication tool of choice, despite the success of the internet and social media. Casual information can be easily spread through new media. However, when it comes to acquisition or customer service, the telephone comes into play. The first good impression you make online or through advertising can be amplified or ruined over the phone. But how do you communicate effectively in today's world, where customers are increasingly irritated by polished call center clichés? How do you convey service offerings or handle complaints? How do you win new customers? Sabin Bergmann demonstrates in her new book how to communicate authentically and credibly over the phone while avoiding call center clichés and scripted conversations. Whether in telephone customer support, in-house sales, as a freelancer, or as a salesperson.