"I prefer to make warm calls."
I hear this constantly. And to be honest, I still don't really know what this actually means.
I think it is where most salespeople send an email first, a LinkedIn message, or a webinar offering "value" before picking up the phone.
But let's look at the reality. If the call following is not expected, it is still cold.
The "Big Whoop" Factor
The only difference with a so called warm call is that you can say your name and business name and they may know a little of what you do.
Big whoop.
Because of that brand recognition, the caller may give you a little bit more time at the start. Maybe five seconds instead of three.
But if your call still sucks, warming up the prospect is completely pointless.
Name recognition will not save a bad pitch. If you don't know how to engage a stranger, knowing your logo won't help them. We discussed the importance of skill over gimmicks in Forget 'Cold Calling is Dead': A Case Study. If you can't sell, "warmth" is irrelevant.
The Structure Does Not Change
Warming the prospect up does not mean the structure of the call should be any different.
The structure is the exact same as a cold call in reality.
Do they have problems?
Does the impact of those problems warrant a solution?
Are they qualified?
If you are doing cold calling correctly, you don't even need to mention your full name or business name. So warming up is pointless.
And you don't have to lead with what you do, either. You lead with what you fix.
Stop Wasting Time on Sequencing
Next time someone tries to sell you a course on "warm calls" or "social selling sequences," remember this simple truth.
If you treat the prospect right, you can call them first. You can do this without spending hours on sequencing, LinkedIn comments, or hosting a webinar.
Those hours spent "warming up" leads are often just busy work. As I wrote in The 'Always On' Sales Myth: Stop Working Harder, filling your day with admin and non revenue generating activities is the quickest way to burnout.
It is the same call anyway.
Pick up the phone.
Ready to stop procrastinating and start mastering real cold calling skills? Our SDR training program teaches you how to engage prospects from the first second, qualify effectively, and book meetings without wasting time on pointless warming sequences.