Death of the Cold Call – or Warm Call

Sales gurus tell us that cold calls no longer work. Check out this article by Gitomer that has many great points about the subject, particularly if you are still making cold calls, or if you work for somebody who is making you.

I was lucky that I have never been in a position where I needed to make cold calls. Some of our staff call me “a great sales person” but that’s not because I “do good phone.” I don’t, and I know it. It’s because I love what I do and I am not afraid of letting it show.

But I do live in today’s society and I need to make phone calls. So let’s talk about the “warm call” for a minute. I just made that word up. A warm call is when I need to talk to somebody I know, for a reason that’s both important to me and to them. For instance, I want to talk to the director of an agency about a project we’re both working on. I have learned it’s almost useless to pick up the phone and call the number. It goes to some switchboard, voicemail, forwarding system, or – if I am lucky – a human assistant. I have to leave a message just about 100% of the time.

As a result, when I pick up the phone to make a warm call I am fully prepared to leave a voicemail, so prepared that I am even embarrassed when the person actually picks up Рusually the cell phone, standing in line at Wal-Mart or just sitting down to dinner.

To make a call, I have learned to either request a time and receive an email invite, or issue an email invite, and schedule the call. Both parties are ready, prepared and the phone call occurs.

With warm calling being scheduled ahead of time, if you’re still cold calling, stop right now and figure out a better way.

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