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Cold calling coaches

My son has made quite a few calls to coaches who specifically asked him to call and is now reaching out to schools that he has not previously had contact with. What he is finding is a lot of voice mail. I noticed looking back at the coaches he had called before, the phone numbers were not the same as those posted on the school's website. I assume office vs. cell. So, I have questions about those sort of calls. What's a proper time frame in which to call? So far, he's been limiting his calls to weekdays prior to 6pm their local time. I would say, it's been a 98% fail rate on reaching the actual coach. Generally, he'll leave a message that he will call back tomorrow at 4:30pm. I would welcome some experienced advise on the proper protocol.

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