This guide to warm calling is for ambitious sales representatives who want to maximize their warm call close rate or find additional resources for their team before, during, or after hands-on training.
We’ll cover everything necessary to run an effective warm call, including the fundamental warm call preparation, the call itself, a universal warm call script to build from, and effective follow-up.
Let’s get started with the fundamentals.
What is a Warm Call (vs a Cold Call)?
A warm call is a phone or virtual sales call made to a prospect who has already expressed interest in the company’s products or services.
This interest could be expressed by different means:
The key to a warm call is the prospect can recall the salesperson, brand, or interaction that led to the call.
Without that point of recall, there is no existing focal point to build the conversation around.
A cold call, on the other hand, is an unsolicited sales call to someone who doesn’t know the brand, or its offer. The most important part of a cold call is to grab a prospect’s attention and open a conversation that allows a salesperson to ask the right questions or present their offer.
The Universal Warm Call Script
Every salesperson should use a script, regardless of how good they are or how effective their sales record.
A script ensures that the salesperson has the main talking points, features details, and example references right at their fingertips, and it helps them achieve the following three goals:
A new salesperson should memorize their script as quickly as possible. A great salesperson will often improvise based on the nuances of the sales call, but having a script still provides a useful anchor point to return to after taking the conversation in a different direction.
Here’s a sample script.
Introduction:
Hello [prospect's name], this is [name] from [company name]. I hope you're doing well today. Did I catch you at a good time?
Rapport building:
Great to hear! I wanted to follow up with you after our [meeting/interaction] to learn more about your [business/industry/challenges/goals]. I noticed that [mention of something specific from a previous interaction or research].
I noticed that you [personal interest the salesperson relates to]. I’m also [how it connects to the salesperson or their personal interests]. I was wondering [open ended question about the personal interest].
Engaging the prospect:
I'm calling today because I think our [product/service] could help you address [the specific pain point or need]. Have you ever considered [mention the value proposition of the product/service]?
The reason I'm calling is because I noticed that your company [insert something specific found during research].
Identifying their needs:
I'd love to learn more about your current [process/solution] and any challenges you're facing in this area. Can you tell me more about that?
What are your priorities for this quarter/year?
How are you currently addressing [this issue]?
Offering a solution:
Based on what you've told me, I think our [product/service] could be a great fit for your needs. Here's how it could help you [describe the benefits and value proposition of the product/service].
We've helped other companies in your industry achieve similar results [provide a brief case study or example].
Handling objections:
We’ve had some customers in the past who were very concerned about [common objection]. Here’s [why it didn’t end up being an issue OR how it worked out for them despite this concern].
Do you have any questions or concerns about what we’ve covered so far?
Closing the call:
Thank you for taking the time to speak with me today. Would you be open to [scheduling a demo/meeting/next step] so that we can continue the conversation and see if our product/service is a good fit for your needs?
Based on our conversation today, do you see any potential for our product/service to help your business achieve its goals?
*This script is meant to be built on over time, but is sufficient to start making warm calls now.
4 Advanced Tips for Running a Warm Sales Call
During the call, the script should be a primary guide, but here are additional tips to keep in mind.
1. Start by focusing on building relationships.
Sales are emotional transactions, regardless of the offer. People want to buy from people they like or connect with, and warm calling is a chance to build that connection. Lean into and build on the established rapport.
2. Spend more time listening than talking.
Good follow-up questions are based on being attentive to what the prospect says during the call. The best moments of a call are usually created through non-scripted followup.
3. Be transparent about product/service limitations.
Honesty about any limitations can build trust with a prospective customer and bolster confidence in the product or service, and set the company up for better retention after the sale is closed.
4. Set clear expectations when closing.
When a prospect is considering a purchase, they only know one thing for sure: how much the purchase will cost them. Detail everything that will happen next once they purchase, and if possible, give them performance milestones to anticipate. The more uncertainties can be eliminated, the better.
Recording calls and using those to gather feedback from trainers, managers, or more experienced salespeople will help build efficiency and effectiveness of calls over time.
How to Follow Up After a Warm Call
How to Warm Call Using LinkedIn Sales Navigator
Don’t go into sales conversations blind. LinkedIn Sales Navigator provides the most up-to-date information about prospects to help build rapport, including job changes, promotions, and other buying signals.
Have more meaningful conversations and win more deals. Redeem your free-trial or request a free demo today.
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