How to Cold Call Warm Leads

Snigdha Chaturvedi

By 

Snigdha Chaturvedi

Published 

September 27, 2022

How to Cold Call Warm Leads

No sales conversation holds water without a spark for the client. Outbound marketing or cold calling cannot be your only strategy to back on anymore, especially if you don't use it effectively. Even so, the right cold call pitch can do wonders for a warm lead. Contacting a warm lead does not follow your usual process of cold calls. It can be best described as a connect conversation where you are just touching base again with a potential client. The only intent here is to get the client to give you a substantial follow-up call! So, let's dive deeper into cold-calling tips for warm leads.

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First things first - what is a warm lead? 

For the uninitiated, a warm lead refers to any individual or company who has expressed interest in the products or services you provide. Any client who has shown interest through interaction on a social media post or spoken positively to a sales representative can be categorized as a warm lead. B2B cold calling is very different from a usual B2C cold call- so the strategy has to be curated accordingly. 

Cold calling vs Warm calling 

It's not only about the temperature between these two unless you are referring to the warmth you will receive on the other end, no pun intended. The main difference between cold calling and warm calling lies in the prospect's intent. Warm leads will have a warmer response as they have already interacted with the brand. On the other hand, cold leads have never shown interest in your service or brand.

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How to call warm leads

There is no doubt that first impressions matter a lot. So, the first ten seconds of your cold call would be able to tell your prospect about doing business with you. But, the best trick, for a warm lead is to be helpful from the go. Here is how you can actually add value to your cold calling strategy: 

Research the lead before your calls

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Connect comes as the primary stage once you make the call. However, to connect with your potential- ensure that you have researched their requirements. For instance, you cannot waste time calling your leads and then figuring out that you had no solution for them in the first place. Basically, before you make the call, remember to check the website- figure out an individual who will be in a position to make the decision for your product. This will end up spoiling your company's reputation and ultimately waste your time.

Utilize your first 60 seconds right

People who are in a position to make decisions have enough experience to recognize the value of your call. They will be able to identify the potential in your service within the first 60 seconds. So, please don't give them a chance to think otherwise. This is the best time to put across your research insights. Talk about which challenge your service intends to fulfil. For instance, you offer sales services- talk about how their current suite does not have the feature of tracking the sales performance right. Or maybe, how it may not be a fit for a B2B business. 

If someone needs a solution, they don't want to know about all your company offers because increasing your sales is not their priority. So, please get to the point in the first 60 seconds and ensure you connect it to the client. In fact, in the beginning, you can even look at the advice they can implement on their own- which will reflect your expertise and give a good impression. 

Show purpose throughout the call

Ya, ya, we know we have said it before. But it is the most underrated out of all tips on cold calling. Your intent should be clear. The client should feel that your product or service and you as a representative can make a difference to their business. First off, analyze your goal before contacting your warm lead. To get the correct answers from your client, you need to build trust, and you must show your client that your purpose is proper. You are the first trait of being helpful by giving a tip in the initial phase itself. That by itself will set you apart from other cold callers. 

Structure your call

Once you have understood how to set up your initial connect, then here is a structure you can follow. You can pick four criteria to make your cold calls stand out budget, authority, time, and need. This involves asking different questions such as: 

  • Ask the lead about the challenges they are facing. 
  • Find out about the decision-makers. 
  • Do they have a budget to invest in what you are offering? 
  • The time that they wish to start.

While these points would act as stepping stones, once you have figured out the best time to cold call, you need to remember that you cannot gather all the information from the word go. Consider this more like a conversation than an inquiry call. Make sure you set the base for your question instead of sounding interrogative. 

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What next? 

After your successful warm call, setting the correct follow-up date is the most important. Imagine this. You identified the concerned decision maker, and now you have easier access to the client. The next thing to establish is how you can provide a holistic solution to their problem. Fix a fixed time instead of saying, 'sure, I will follow up soon.' Once you have got the in, it is important to tread carefully till your deal is done.

We hope these insights will help you make the best cold calls for warm leads. While learning on the job, there is nothing like drawing insights from experts. Check Outplay's top curated playlist for cold calling and get your claim to fame with every call.

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