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Subtle but Important: Differences Between Cold, Warm Sales Calls

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Subtle but Important: Differences Between Cold, Warm Sales Calls
July 29, 2014

  By Rory J. Thompson, Web Editor

Sales professionals know that the best call to make is to someone where the groundwork has already been laid. This can be through a mutual acquaintance, through a direct response from a mailer, or some other method where a prospect has indicated an interest. These are commonly referred to as “warm calls.”

A “cold call”, as most know, goes to someone who isn’t expecting your call, and more likely than not, will resent being interrupted for a sales pitch.

In a recent posting on the Business2Community Web site, technology writer Patrice Morrison examined both types of calls and shared her views on how to generate a better response to both types of calls.

“A talented and successful sales rep will warm up their cold calls by using a variety of methods. Resourcefulness is one of the best techniques an inside sales rep can learn,” Morrison said. “A rep should make sure to do research before beginning dials. They should learn as much as they can about the prospective company by browsing the company’s website and social profiles and learning about their industry. Most inside sales reps learn as much as they can about their client and in turn immerse themselves in the clients’ products or services and industry.  This will be helpful when talking to the prospect, because they can refer to success stories that are particularly relevant to their industry.”

But even before making the call, be sure you have all the correct information; nothing can turn off a prospect more than referring to information that is outdated or simply wrong.

“To confirm information, you can use resources such as and LinkedIn (News - Alert) to check prospects’ job titles and responsibilities as well as find corporate phone numbers and emails,” Morrison suggests. “Inside sales reps may also find valuable information about prospective companies through conversations with operators and administrators. It’s good to ask them questions because they can often point you in the right direction departmentally. And, better yet, you could even get a referral to decision-makers within the company.”

Whatever methods you choose, it’s critical that you do your prep work before calling. Those who have done their research stand a better chance of getting their message heard, and in turn, possible closing the sale.

Edited by Rory J. Thompson

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