Gone are the old ways of telemarketing and the cold calling that categorised it. Here at Performance Development & Training (PDT) we prefer to take a consultative telemarketing approach where all of our telemarketing professionals are masters in prospect relationship management, building up a relationship and trust with all prospective clients. 

But as a telemarketer why are warm calls inifinitely more effective than cold ones?

A cold call is an unsolicited phone call to an individual in an attempt to sell goods or services, the potential customer will have had no prior contact with the salesperson conducting the call and the individual will not have been qualified.

A warm call, on the other hand, is a phone call to a prospect who has already shown some level of interest in your company or product and has most likely been qualified as the right fit for your business.

With warm calling you can achieve greater results for a number of reasons:

1. Higher success rate – warm calls usually have a higher success rate than cold calls because the individual you are contacting has had previous contact with your company – whether that is through them visiting your website, signing up for a newsletter, engaging on social media or email. They have demonstrated interest, making the call more likely to be a success as the interest shown increases the likelihood of a positive response and a more productive conversation. As well as this, because the prospect is already somewhat familiar with your company and your offering, it will be easier to build rapport and address their needs. Unlike a cold call where the prospect has no prior knowledge or interaction with your business, a warm call builds on a pre-existing relationship or engagement. 

2. Pre-qualified leads – ensuring the prospects you are targeting have been qualified before you call is imperative. Most warm calling prospects have been qualified beforehand, whereas cold calls are more about the volume of calls made instead of the quality of the interaction. Qualifying a prospects demographic and need means when you get to call them the need for extensive qualification and sales pitches is reduced. Creating a higher chance of getting past initial objections and moving toward a meaningful conversation.

3. Reduced sales cycle and wasted time – as warm calling has a higher success rate, wasted time is reduced and less effort is needed to establish rapport and build a relationship with the prospect. The sales cycle can also be shortened because the initial stages of lead qualification and interest-building have already been completed, the sales representative can focus on addressing their specific needs and closing the deal.

There are many benefits to choosing warm calling over cold, warm calling builds upon the foundation of a prospect’s initial interest, making the sales process more effective and efficient. It allows for a more targeted and personalised approach which feeds into the relationship that is being built with the customer. Selling is all about our relationship with our customers and no one wants this relationship to be a cold one.

If you need telemarketing services as part of a blended marketing approach or training for your telemarketers to ensure they are getting the best out of every call, don’t hesitate to get in touch on our website: www.pdtmarketing.co.uk

Or contact us here: https://www.pdtmarketing.co.uk/contact and a member of our team will be in touch.

Laura Gower

Performance Development and Training Limited – The Telemarketing and Lead Generation Experts

01249 758425

“The team at PDT were instrumental in the making of our new online video marketing campaign. They were sensitive to our audience and brief then creative with their design suggestions, without being overbearing. The filming day was fun and very productive and the post editing result was quickly and efficiently tailored to our requirements. To summarise, we would have no hesitation in recommending you at least contact PDT to discuss your organisations video marketing requirements.”

-Tim Pearce, Owner & Manager