The warmer a lead is, the more likely it is that your interactions with that lead will have a positive outcome.
When warmth dictates success, however, this can paint a less-than-optimistic outlook for cold calling practices. While the practice isn’t dead, with lead information being so readily available, it’s no wonder that calls are steadily warming up.
The public opinion of cold calling is what’s driving its extinction. It’s trite, and companies don’t want to be associated with this outdated form of customer acquisition.
Fortunately, there are constantly new sales methodologies emerging. And the idea that cold calling can be vastly improved on by adding warmth, is one such innovation. For more information on the health of cold calling, watch the video from OpenView Labs featuring Dan Waldschmidt.