Cold Call vs Warm Call: Key Differences and When to Use Each for Sales Success

Unlike contacting qualified leads, cold calling is often the last thing the average sales agent wants to do. But does it still have a place in 2024? We’re taking an unbiased deep-dive into both cold and warm sales approaches to find out.

Well, perhaps all it needs is a second chance; research suggests that while 79% of unidentified calls go unanswered, over 30% of leads never receive a follow-up call – even if the sales rep did get through the first time around.

Unsurprising when today’s time-pressed sales pros have lofty targets to reach each week; not to mention the fact they’re working in a tough financial climate.

But how does this cold approach stack up against its more qualified contemporary, warm calling? We’ve got an unbiased ringside commentary on B2B’s sales fight of the century: cold calling vs warm calling. Ring the bell.

Outbound sales calls are a proven tactic for generating new leads and moving deals forward But not all sales calls are equal Cold calling and warm calling take very different approaches to initial outreach, Understanding when to use cold vs warm calling strategies is key to maximizing the return on time invested in prospecting,

Cold calls involve contacting potential customers who have had zero prior interaction with your company Warm calls engage prospects who have shown some interest already, such as downloading content or visiting your website

While cold calling presents more challenges, incorporating both approaches creates an effective balance for sales teams. Let’s examine the differences between cold and warm calls and how to succeed with each method.

What is a Cold Call?

Cold calling refers to making outbound sales calls to prospects without any prior relationship. The prospect likely has little awareness of your brand Cold callers typically utilize purchased lead lists

When cold calling, the rep pitches their offering with the goals of gauging interest, identifying needs, and hopefully scheduling follow-up conversations with qualified leads.

Characteristics of Cold Calls

Made to brand new prospects who have not interacted with your company
Prospects may be completely unaware of your products/services
Success depends heavily on the rep’s sales skills
Involves pitching to and qualifying strangers
Lead lists must be purchased or rented
Higher volume of calls needed to connect with potential buyers
Lower connection and sales conversion rates overall

Cold Calling Pros

Expands reach to new prospects and markets
Cost-efficient way to increase pipeline
Allows control over call timing and messaging
Builds a prospect database for future nurturing

Cold Calling Cons

Very time consuming with lower success rates
Needs excellent scripts and call skills to convert leads
Leads unprepared for sales pitch unless it solves pressing pain
Can damage brand reputation with poor execution
Creates perception of interruptive “telemarketing”
Gatekeepers often block access to decision makers
Repeated cold calls to the same prospect frustrate and turn off
Strict Do Not Call Registry laws prohibit illicit practices
Rising number of prospects who refuse cold calls

What is a Warm Call?

Warm calling refers to calling prospects who have already shown interest in your company in some way. They have a basic awareness of your brand, though may not be ready to buy yet.

Warm leads often come from website downloads, email signups, preliminary inquiries, referrals, social media followers and more. Their prior interaction creates openness to a call.

Characteristics of Warm Calls

Made to prospects with existing brand awareness
Prospect has expressed some interest through an action
Higher trust and receptivity to call and sales pitch
Still need to qualify needs and budget to assess readiness
More likely to convert to salesPipeline expansion requires both cold and warm call outreach

Warm Calling Pros

Prospects are familiar with brand making message landing easier
Prior interest indicates possible need for solutions
Call timing can align with recent prospect actions
Gatekeepers less likely to block access
Conversations start on positive ground with built-in credibility
Prospects more willing to take meetings and share information

Warm Calling Cons

Lead sources may provide minimal prospect details
Interest level varies greatly from lukewarm to red hot
Still need excellent call skills to properly qualify and advance
Requires efforts to generate and collect inbound lead data
Lead definitions and redistribution delays impact call timing
Sales team and marketing must closely coordinate handoffs

Key Differences Between Cold vs Warm Calls

Understanding the unique advantages and challenges of cold vs warm calling leads to better strategies. Let’s look at how they differ across three pivotal factors:

Brand Awareness

Cold calls start from zero brand awareness and must explain the business. Warm prospects have existing awareness that provides instant context.

Trust Level

Cold callers are unknown entities who must build trust quickly. Warm leads have more inherent trust from prior branded interactions.

Prep Work Required

Cold calls rely heavily on purchased contact lists. Warm calls leverage inbound generated lead data that requires coordination.

The table below summarizes the main differences:

Factor	Cold Call	Warm Call
Brand Awareness	No prior awareness	Existing awareness
Trust Level	Very low with stranger	Higher through prior contact
Prep Work	Obtain lead list	Leverage inbound lead data
Call Goal	Introduction and gauging interest	Qualification and advancement
Follow-Up	Lead nurturing and education	Meeting scheduling and proposals
Conversion Rates	Very low overall	Higher based on lead temperature

Brand familiarity and trust make warm call prospects more receptive to a sales call. However, cold calls can still successfully introduce a brand and its value. Savvy sales teams blend both cold and warm calling techniques.

How to Succeed at Cold Calling

Because cold calls deliver low connection rates, high volumes of calls are needed. Sales reps should implement best practices for the best chance at driving conversions.

Lead List Research

Thoroughly research leads beforehand to personalize calls and conversational context. Understand their role, pains and challenges.

Schedule Ideal Times

Test to find the optimal windows for connecting with and engaging prospects. Midweek afternoons often work best.

Perfect an Opening Script

Plan a compelling opening script that quickly communicates value. Adapt messaging to specific prospect needs uncovered through research.

Get Around Gatekeepers

Use LinkedIn and corporate directories to identify key decision makers. Name drop if necessary to get through to them.

Prioritize Listening

Let prospects talk and ask probing questions to understand their priorities. Adapt your pitch to resonate based on their needs and interests.

Request Next Steps

Seek a follow-up conversation to continue the dialogue. Provide valuable content to stay top of mind after the call.

Leave Voicemails

Only about 5% of cold calls get answered. Leave compelling voicemails that get prospects curious enough to call back.

Track and Analyze

Maintain detailed records on cold call outcomes, conversions and discoveries to continually refine techniques and messaging.

Follow Up Persistently

It often takes 6 to 12 follow-ups before cold prospects convert. Nurture leads consistently via calls, emails or LinkedIn outreach.

Best Practices for Warm Calling

Though warm leads are more receptive, reps still need excellent call skills to properly qualify interest and advance opportunities.

Review Lead Profiles

Carefully evaluate lead data to determine interest temperature and potential fit. Prioritize hottest leads first for best use of time.

Schedule Calls Promptly

Call warm leads as soon as possible after their initial interaction while interest is peaked. Capitalize on lead momentum.

Open With Personalization

“It was great seeing you downloaded our buyer’s guide for XYZ. I wanted to follow up and see if you had any questions?”

Confirm Interest

Reconfirm their interest level and the needs or challenges they face. Adapt your pitch to resonate with their situation.

Ask Discovery Questions

Use open-ended questions to better understand pain points and desired outcomes. Listen intently to responses.

Discuss Next Actions

Seek a next meeting to demonstrate solutions tailored to their needs. Suggest scheduling a call, meeting or needs analysis.

Provide Valuable Content

Send personalized content recommendations based on their expressed interests to stay top of mind after the call.

Monitor Close Rates

Gauge conversion rates by lead source and interest temperature. Refine call strategies to improve sales cycle velocities.

Leveraging inbound generated leads for warm call campaigns boosts efficiency. However, market reach expands exponentially with the addition of cold calling. Savvy sales teams artfully combine both techniques.

The more you can warm up cold leads through research and personalized messaging, the better your connection and conversion rates will be. At the same time, properly qualifying warm leads prevents wasting effort on unviable prospects.

Mastering and blending cold and warm calling strategies enables sales reps to maximize production regardless of economic conditions. An integrated outbound approach fuels sustainable revenue growth.

cold call vs warm call

Strike at the right time

Whilst research suggests the best time to make a cold call is in the morning or straight after lunch, warm leads don’t require such a cookie-cutter approach. Instead, the timing of your call should be based on each potential client’s previous responses and preferences. So take note, fit around their schedule and show them you care.

Want to drop them a message instead? We’ve got you covered. There’s plenty of research into optimum times to send emails in our new report: The State of Prospecting 2024. Download it for free now.

Reps should focus on building deep relationships rather than simply making a sale. Get that right and they’ll foster positive, ongoing connections based on trust. Valuable relationships that won’t just end up in a one-time purchase; they’ll unlock repeat business opportunities for many interactions to come.

Speaking of value, the last one speaks for itself. Sales teams should always share evidence of how their solution solves real-world challenges. When budgets are tighter than ever, products and services can’t just pique the interest of stakeholders and decision-makers; they must be able to demonstrate measurable ROI as well. So try and read their mind, arming yourself with results for their relevant sector. Don’t wait to be asked.

But how can you get into the head of your prospects when you only spend a finite amount of time on the phone with them? That’s where some good old-fashioned psychology comes in.

Predictive dialers and auto-dialling software

These systems save time by dialling numbers automatically, so sales reps can spend their time preparing and talking to leads instead. Another plus is that these tools often come equipped with analytics features, providing valuable insights into call performance. This helps sales teams learn and refine their strategies on the fly. Thankfully, some tools ensure they have everything they need at their fingertips as soon as the system starts dialling.

Content management tools make organising and sharing sales collateral quick and easy, ensuring all representatives have access to the most up-to-date and relevant materials when they call. There are also virtual training platforms where sales teams can stay informed about product updates, industry trends and effective sales techniques.

Sales 101: Cold Calls vs. Warm Calls

What is the difference between a hot Call and a cold call?

Difference Between Cold Calling and Hot Calling As we mentioned already, the primary difference between a cold and a hot call lies in the way it is received. Judging by their names, hot calling and cold calling should be on the opposite ends of the spectrum.

What do you mean by cold,warm,hard call?

cold call—-A telephone call or visit made to someone who is not known or not expecting contact, often in order to sell something warm call—–A warm call means know more information. You have taken the time to do some research on the company hard call—An extra effort to do further research gives

Are You Scared of cold calling?

Most sales professionals have at least some resistance to cold calling, and some people have such a paralyzing visceral and emotional fear of cold calling that they can’t even consider doing it. In some ways, the fear of cold calling is practically an epidemic, like the fear most people have of public speaking.