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For many customers, my voice on the phone is their first contact with Amatica. This first contact often sets in train a relationship with Amatica which in some cases has lasted almost 10 years. For all businesses, not just Amatica, creating new relationships with potential customers is vitally important.

For my part, I operate independently, providing a tele-marketing service to companies in technology and aerospace. After spending a career in IT, much of which has been in a sales and marketing capacity, I understand what these companies require. And because I make the calls myself, I can give instant feedback on market interest and response.

My working day is usually mapped out ahead and consists of managing my contact lists and any scheduled call-backs. Sometimes, I'll be helping one of my customers to finalise a campaign brief; establishing the types of companies they wish me to talk to as well as deciding the individuals by job title or responsibility. Fortunately, I don't need to go out selling my own services as I regularly have new clients knocking at my door. Many have had a poor experience working with tele-marketing companies, who seem to lack any real industry experience or maturity. I'm nothing if not mature!

That old adage "first impressions count" certainly applies to my role. I like to allow sufficient time to talk to potential customers whilst being alert to the signals of a genuine 'no'. Most people ask for information and I like to be able to respond quickly. I ensure that I've an email prepared which introduces Amatica's services and highlights their track record. I have to be organised otherwise I not only end up wasting my time, but also the potential customers' as well as Amatica's. I try to manage my day so that I don't get distracted; I set myself targets for the number of calls I wish to achieve. However, I also make time to give myself space for a breather.

The people I contact are generally senior managers and are extremely busy, so I'm respectful of their needs and wants. I'm known to be persistent, but I do take 'no' for an answer; after all people have genuine reasons for saying so. If it is 'no', then that's OK.

Having been Amatica's sales manager a few years back, I'm very familiar with their services and strengths. I know the people and understand their business; they're passionate about what they do and have a rock solid reputation and track record which makes my job much easier. And why does Amatica use me to kick-start their relationships with new potential customers? They want to continue growing their customer base. Using me enables Amatica's business managers to make best use of their time - being face-to-face with customers and potential customers discussing their plans and the software solutions required to fulfill them.

And once I put the phone down at the end of a busy day? I work from home so the 'commute' from my 'office' takes seconds! Living so close to the re-vitalised and vibrant Cardiff Bay area, its restaurants and entertainments are a regular distraction for my wife Ronnie and I. Then there are the ex-wives and extended families from two previous marriages and the grandchildren; the youngest ones are the greatest fun to be around. It doesn't get much better than that!

© Amatica 12/11/2007