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Knowledge. Knowing what you are selling is key. I watched my boss and fellow employee Nick make cold calls today. It is a difficult thing to do, since most of the time, you get shot down. But, I realized that the  more knowledgeable and more "easy to talk to" you are about what your selling, the better the results. The music industry is a tough game from what I have seen and heard. Almost everyone tries to become a famous artist or musician, but only a small portion make it. The same thing applies to companies. A lot of people think they can just go and start a music company or label. But from what I've learned from my boss is that only a handful of companies make it too. Nothing comes too easy.